Dyson will be launching 20 new beauty products in the next four years; will we see products beyond its current categories?

In October, Dyson released an announcement of its commitment of half a billion GBP (approximately S$814 million) to expand and accelerate its research and technology development across its beauty portfolio.

As part of this plan, Dyson also announced plans to launch 20 new beauty products in the next four years. Daily Vanity checks in with Singapore-based Dyson engineer Steven Ong to learn more about what this means for those who enjoy Dyson’s hairstyling products and for the Singapore market.

He shares, “While we cannot confirm any future products, we are always challenging ourselves to solve problems. This may not always sit within Dyson’s current product categories.”

The Supersonic hairdryer was the first hairstyling innovation by Dyson.

Dyson currently has the Dyson Supersonic hairdryer, Dyson Airwrap multi-styler, and the Corrale straightener in their portfolio of hairstyling devices.

While Ong said they are unable to break down the overall investment figure, “a great deal of this will fund the creation of new laboratories and state of the art equipment across Dyson’s four technology campuses, which includes Singapore.”

Dyson moved its global HQ to St James Power Station in Singapore this year.

Dyson’s global head office is based in Singapore, which makes the city a hub for the company’s research and engineering teams, as well as commercial, advanced manufacturing, and supply chain operations.

“The hair care team here has been involved in the development of Dyson machines – from the Dyson Supersonic hair dryer to the Dyson Corrale straightener. We are thrilled to be part of this latest drive to push pioneer new technologies,” Ong added.

Part of the investment is also dedicated to research in order to sharpen Dyson’s understanding of global hair types and damage, which in turn supports its ability to diversify its beauty technology and develop technology for all hair types.

Last week, Dyson released Singapore’s results from the Dyson Global Hair Study, which reveals Singaporeans’ general hair habits and perceptions.

Some of the interesting insights from this study include misconceptions of what damaged hair mean – for instance, 55% of Singaporean respondents consider their hair “healthy” even though 7 in 10 say that their hair is damaged – as well as hair care habits during the pandemic compared to now.