Dyson has tried moving into other categories before, including washing machines (discontinued in 2005) and electric cars (abandoned in 2019), but none have stuck quite like the company’s improbable pivot to beauty. In 2016 the appliance pioneer blasted onto the scene with its futuristic-looking Supersonic handheld hair dryer, a $400 tool that was lighter than conventional models, not to mention quieter, more energy-conscious and, with its controlled heat, better for your hair. It redefined what a hair dryer could be and what people might be willing to pay for one. Next came another hit: the $550 Airwrap, an all-in-one hair styler that curls, waves, smooths and dries.