Dyson is investing half a billion pounds to expand its beauty portfolio, according to reports by Cosmetics Business.
The investment will see plans to launch 20 new beauty products by 2026, as well as expanding its research and development sites in the UK.
The company's luxury beauty offering currently includes the cult classic Airwrap™ multi-styler, Supersonic™ hair dryer, Corrale™ straightener and accessories.
"The performance of Dyson styling tools stems from a decade of research – from the hair’s structure to airflow dynamics – while understanding the effect of thermal, mechanical and chemical damage," Dyson said in a statement.
Hair care is expected to remain a focus for Dyson, in particular, developing technology that caters to all hair types.
"For too long, there has been both a misunderstanding and misrepresentation across styling tools to truly cater for different hair types, while preserving hair from heat damage," the brand added.
"This investment will create new lab spaces to both sharpen Dyson’s understanding of global hair types and damage, while also support the continued diversification of Dyson’s beauty technology."
While we have to wait and see what the new additions to the range will be, more recently Dyson has released its highly anticipated holiday collection for 2022.
The limited-edition collection sees all three hair tools released in a special Vinca Blue and Rosé colourway, exclusive for this year's gifting season.
"The new Vinca Blue and Rosé is the outcome of our latest exploration of unique finishes, the new porcelain-like texture is the result of precision-applied satin paint topcoats," Dyson said in a press release.
"Dry to the touch, the end result was achieved through many rounds of experimentation – designed to evoke the silky-smooth finish of unglazed ceramic."
You can view the full Dyson hair care range and shop the limited-edition Vinca Blue and Rosé colourway, here.
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