World's first 3-in-1 hair tool supported by Invest NI

  • Photo: Dr Vicky Kell, Director of Innovation, Research and Development, Invest NI with Yolanda Cooper, founder & CEO, WE ARE PARADOXX.

    Belfast-based haircare company, WE ARE PARADOXX has developed the world’s first cordless 3-in-1 hair tool following significant investment in research and development (R&D), with support from Invest NI.

    The new Supernova appliance can straighten, curl and or wave hairstyles. The company works with an array of global retailers, including Harvey Nichols, Saks Fifth Avenue, ASOS and Ulta Beauty.

    Yolanda Cooper, founder and CEO of WE ARE PARADOXX said that the company “values innovation, quality and sustainability. We proactively champion local business and act to reduce our carbon footprint. Supernova has been manufactured locally by specialist engineers and each of our products is packaged using sustainable 90% plastic-free aluminium.”

    The Belfast business mainly specialises in natural, organic haircare products and said they try to use as little plastic as they can.

    Dr Vicky Kell, Director of Innovation, Research and Development at Invest NI added: “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.

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    “Through our market visit programmes, we have helped the company to secure global export contracts in Ireland, Italy, France, Russia and the US.”

    Invest NI has offered the company over £150,000 of support towards R&D, four new jobs, technical product development and assistance to explore new markets through international trade exhibitions.

    WE ARE PARADOXX has also received funding from TechstartNI and Co-Fund II, both part of Invest NI’s Access to Finance suite of debt and equity funds. Techstart NI, Co-Fund II and Invest NI’s R&D support are part financed by the European Regional Development Fund under the EU investment for Growth and Jobs Programme 2014-2020.

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