NI Firm Creates World's First 3-In-1 Hair Tool

A Belfast-based hair company has developed the world's first cordless 3-in-1 hair tool.

WE ARE PARADOXX's new Supernova appliance comes at an exciting time for the firm, with four new jobs in the city, significant investment in research & development and expansion into new markets.

The Supernova can straighten, curl or wave hair all without the nuisance of a cord, a feature that's sure to attract many hair stylists.

The local firm works with a host of globally renowned retailers including the likes of ASOS, Ulta Beauty, Harvey Nichols and Saks Fifth Avenue and has secured export contracts with Italy, France, Russia, the U.S and Ireland.

WE ARE PARADOXX is committed to reducing its carbon footprint and developed the product using local specialist engineers, with the packaging creating using sustainable 90% plastic-free aluminium.

Founder and CEO Yolanda Cooper said: "This is an exciting time for us, with the creation of our new Supernova hair appliance, as well as accessing new markets."

Invest NI offered over £155,000 towards the firm's expansion.

Ms Cooper continued: "As well as assisting us with R&D investment, Invest NI has helped us explore new markets across the globe. This has allowed us to build our business' brand internationally and establish relationships that are key to our global success. We are now focusing on expanding our eco-friendly product line and developing our Belfast team further, to grow our international portfolio."

Director of Innovation, Research and Development at Invest NI, Dr Vicky Kell commented: "Our Grant for R&D supports businesses to develop products and technologies that improve their competitiveness in global markets.

"We Are Paradoxx has identified a unique and innovative market opportunity. It is a great example of how investing in innovation and R&D can open opportunities for a company in the global marketplace. The company now has over 40 global retail customers."



(JG/CM)