Dyson Just Launched A $699 Cordless Flat Iron Called Corrale

It only took seven years, $32 million dollars in research and investment, and the cries of women who have fried their hair all over the world—but Dyson finally cracked the code on the world's best (and priciest?) flat iron.

Launched today, the Dyson Corrale (more on the name in a second) is a cordless straightener that promises to reduce heat damage by half thanks to its unique and innovative copper plates. Like the sold-out Air Wrap and Superonic hair dryer, all that design comes at a cost: S$699.

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The unusual name comes from what happens to your hair when it passes through the copper plates. "We discovered that if the plates could conform to the precise profile of the tress, then with each pass we could apply the correct tension to all the hair strands. This means that we get an enhanced style and without excessive heat damage. We simply do not need the heat that others apply," James Dyson, Founder and Chief Engineer, noted in a brand release. "We engineered unique flexing plates of magnesium copper, wired eroded to a precise accuracy of 65 microns to adapt to the shape of the hair tress. The copper plates wrap around the tress, applying even heat and tension to all the hair strands, keeping them aligned."

All that's to say your hair gets corralled by the flexible and adaptable plates so that heat and pressure are evenly distributed while styling. When your hair doesn't get squished and splayed with each pass, you can get your hair straighter—faster, and at a slightly lower temperature. The Dyson Corrale straightener has three heat settings: 330°F (165°C), 365°F (185°C) and 410°F (210°C).

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Reviews of the new flat iron are starting to go live across Youtube and Instagram. Watch one of the first below:

While it's not the first cordless flat iron on the market, it is one that is reliable and safe for carry-on travel. The Dyson Corrale can be used for 30 minutes at a time and recharges fully in 70 minutes. It can also be plugged in if you need a little bit more time. The stand-up charging station takes up no space at all on a bathroom vanity, and the lack of cords means you won't need to fight with tangled wires should you keep it alongside other styling tools.

For more information on, please visit dyson.com.sg.

This article originally appeared on Harper's BAZAAR US.

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