As an innovation company, Dyson has made it its mission to improve everyday products through new ideas. With this claim, company founder James Dyson first revolutionised the vacuum cleaner technology. Today, the company's product portfolio is no longer limited to vacuums - Dyson has proven its innovative abilities in recent years with air purifiers, Jet-Stream hand dryers and smart LED lights. Since 2016, Dyson has also been stirring up the beauty sector with the smart hair dryer Dyson Supersonic and the multistyler Dyson Airwrap. The latest product in this category is the Dyson Corrale hair straightener - thanks to flexible heating plates, this hair straightener can achieve desired styles with less heat than conventional appliances. This results in hair damage being reduced by up to 50 percent.