British tech giant Dyson has announced its first foray into the beauty product industry with – yes, you guessed it – a hair dryer.

The "Supersonic" is smooth, circular and metallic with a splash of color, but what really makes the product stand out is that it's far smaller and far quieter than anything else on the market.

The advancement took four years and $71 million to create, and is powered by a V9 digital motor, which is Dyson's smallest and lightest yet. It rotates fast enough (110,000 rotations per minute) to classify as ultrasonic — not quite as fast as its title. Dyson also hopes to finally put an end to hair damaging dryers using three magnetically-connecting attachments that can adjust the output for different hair styles.

Dyson's Supersonic hairdryer will launch in the U.S. exclusively at Sephora this September.

Check out the promo video below, and see more awesome new tech gadgets.

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