Interview

‘People really care about beauty products’: James Dyson and the business of hair care

Since entering the hair appliance market in 2016, the billionaire inventor has seen demand for the products grow sharply

James Dyson with the Dyson Airstrait, the company’s newest hair tool, a wet-to-dry hair straightener and hairdryer in one. ‘That’s our process: we see something wrong that can be improved, and we develop the technology to try and improve it’

On my way to meet James Dyson, I have a little bit of time to pass in the flagship Dyson store in Paris. I stroll through it, pausing at a blow-dry station and taking in the surroundings.

Low tables are scattered throughout the space, each artfully adorned with Dyson products, while others hang on the wall like pieces of sculpture. Intrigued by this design choice, I ask the billionaire British engineer – who made his ...