Dyson is investing $500 million to fuel product innovations in its quest to position the brand as the go-to authority in the hair care category.

The company will use the funds to open beauty research labs and develop 20 hair care products over the next four years.

Dyson will allocate some of that funding to research, engineering and technology innovations as well as gain insights on consumers and their hair care habits.

Since 2016, Dyson has launched a range of luxury hair care tools, including hair dryers, straighteners and curling irons, based on a decade of research on how to care for all hair types while limiting exposure to extreme heat damage, per the brand.

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