Dyson has been a longtime trusted brand in fans, heaters, air purifiers and, most popularly, vacuum cleaners.
But now the company is producing a new kind of product -- a blow dryer.
Burns are less likely to occur with the Supersonic because of sensors that monitor the heating elements in the head 20 times every second to ensure that a constant temperature is maintained, the company says. And if the device gets too hot, it automatically shuts off.
The Dyson Supersonic is advertised as lighter, safer and quieter than traditional hair dryers.
But the Supersonic comes at a steep price. The $400 device, which comes with accessories including a concentrator, a smoothing nozzle and a diffuser, will be available in the U.S. in September.
See more of the Supersonic here.