For many years GHD was the hair straightener brand du jour, before Cloud 9 entered the market and presented some staunch competition.
But now Dyson is coming in hot with a new foray into the hairstyling space after launching the Supersonic hairdryer and Airwrap curler last year.
On Tuesday the brand, known mostly for their vacuums and hand dryers, launched the cord-free Corrale hair straightener.
The Corrale is the first straightener in the world with 'flexing plate technology', which Dyson says means the hair won't slip from the plates as it passes through, and you won't get those annoying flat indentations. The plates are magnesium copper, which promises less hair breakage, and it's powered by a four-cell lithium-ion battery to offer 30 uninterrupted minutes of straightening bliss.
It's all part of Dyson's new takeover of hairstyling, with the company investing over NZ$200 million into hair laboratories across the globe and employing thousands of hair scientists, engineers and professionals.
A staggering NZ$50 million was put into developing the Corrale alone, the company says.
Select overseas publications have already gotten their hands on the styler, with Glamour writer Lottie Winter saying she "witnessed the Corrale working its magic on a range of hair types".
"The Corrale straightened fine hair on the lowest heat setting, cutting down styling time significantly with each section only needing one stroke, and smoothing the 3B curls impressively only needed the medium heat setting."
Australian site Tech Guide says the straighter has "a nice weight to it" and only takes around 10 seconds to heat up and use.
Michael Beel, three-time NZ hairdresser of the year, says with conventional straighteners "hair tends to slip out from the plates as you're passing the styler through, forcing you to go over the same section of hair multiple times, which results in excessive heat damage".
"With the Dyson Corrale straightener's flexing plates I have more control and love how it gathers the hair to keep it where it needs to be for a more even style with less reliance on heat. Plus, it's cord-free so is perfect for on-the-go touch-ups."
The catch for many will be the price, with the straightener retailing at NZ$749 - about $100 less than last year's Airwrap styler.
The Corrale goes on sale April 24, but particularly keen Kiwis can pre-register their interest on the Dyson website.