Technology giant Dyson is investing half a billion pounds to expand its beauty portfolio.
Dyson is best known for its high-tech vacuum cleaners and hand dryers, but ventured into beauty in 2016 with its Supersonic hair dryer costing £299.
The British-founded company's new plans include the launch of 20 new beauty products by 2026.
The majority of the £500m investment will be dedicated to expanding its British R&D sites, despite moving its global headquarters to Singapore in 2019.
Dyson currently employs 6,000 engineers and has testing operations in Singapore, the UK, Malaysia, Mexico, China and the Philippines.
The company's luxury beauty offering currently includes straighteners and hairdryers.
Its acclaimed Airwrap hairstyler – which launched in 2018 for £400 – has prompted copycats by rivals, such as Revolution Beauty.
"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," described Dyson.
"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."