Dyson Corrale Straightener

Dyson’s buzzy new product is a $500 hair straightener.

The Corrale Straightener, launching today, is the result of a seven-year, $32 million investment from the U.K.-based company, known for its vacuums. Dyson debuted its first beauty product in 2016 with the Supersonic, a $399 blow-dryer. Two years later, it launched its Airwrap styler, which became a global sellout. The Corrale Straightener, Dyson’s third beauty launch, is further proof that the company is serious about building out its beauty category.

Dyson Corrale Straightener

The Corrale is Dyson’s third beauty product.  Courtesy Photo

Much like Dyson’s cordless vacuums, the Corrale is a cord-free hair straightener that operates on a four-cell lithium-ion battery. The battery provides up to 30 minutes of use and can recharge in 70 minutes.

The straightener, which retails for $499.99, has flexing plates that are meant to reduce both tension on hair strands and heat damage from styling. The product required more than 600 hours of user trials and more than 800 participants.

Dyson and its founder, Sir James Dyson, were scheduled to unveil the product at a press event in New York City on March 10. The company ultimately canceled due to concerns about coronavirus, and announced it would instead host a live stream with Sir James and Jen Atkin.

“While we greatly regret having to make this decision, it feels like the right one given the uncertainty surrounding COVID-19,” Sir James Dyson said in a statement. “The health and well-being of our guests is paramount.”

More from WWD.com:

Dyson Develops $500 Hairstyling Tool Airwrap

Dyson Demo Store to Open at Westfield Century City in Los Angeles

James Dyson Talks Fifth Avenue Store, Expanding Beauty Business

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