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Agenda-setting intelligence, analysis and advice for the global fashion community.

James Dyson’s Unlikely Second Act as a Beauty Mogul

Since 2016, the vacuum company has found an entirely new audience with its dryers and multi-stylers. Its latest launch, the Airstrait, is the first of an anticipated 20 new products over the next four years.
The Dyson Corrale Straightener
The Dyson Airstrait Straightener (Dyson)

Hours before James Dyson went on stage to announce the latest Dyson beauty innovation in front of roughly 200 people, he was giving a TikTok-like tutorial in a dimmed Chelsea event space in New York.

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