The company has form in experimenting with out-there innovations, some of which have yet to see the light of day.

In 2019, Dyson announced it would design and manufacture an electric vehicle, plans that were scuppered later that year because they weren’t “commercially viable”. Dyson nearly went up against the likes of BMW and Tesla, and it’s finding itself now in 2024 up against the likes of Sephora and Mecca. A prototype of that car now resides at company headquarters.

The company is also now in the headphones space. In 2023, it released Dyson Zone, a headphone-air purifier combo. Its latest noise-cancelling headphones, dubbed Dyson OnTrac, are coming later this month.

James Dyson said that while his company was now headquartered in Singapore, it was also one of Britain’s largest farmers and had more than 350,000 acres of working land. The company’s research and development operations remain in Malmesbury, Wiltshire, in the UK. Dyson employs about 14,000 people globally, and didn’t need to recruit many new employees to develop the serums, according to the chief executive.

“Generally, we like to learn things for ourselves and find new ways,” he said.

“During the process, our engineers uncovered frustrations with existing products, and one outcome of that was the development of the precision applicator. We wanted to take the guesswork out of styling so it dispenses precisely 0.22ml every time, preventing product wastage or overuse.

“We have also ensured the product is refillable, and the NFC chip enables easy access to educational content and styling tips.”

The executive said he personally tested each of Dyson’s products himself, including the new serums.

“The observant may have noticed that I have been growing out my hair … Now you know why,” he said.

For sceptics, and there will be a few, James Dyson’s message is simple: just try it.

“When we launched Dyson Supersonic [hairdryer], it felt like a leap,” he said. “But we understood the high performance of the product and hoped people would feel the benefit.”

As for other potential future verticals, however, Dyson is staying mum.

“There are plenty more problems to solve,” he said.

“In beauty, we are always deepening our understanding of the science of hair and developing technology to improve styling for people with all hair types. I’m very excited about the potential of new ingredients, and we are continuing to grow the links between Dyson technology and our farms.