Susan Powls Cloud Nine: The Woman Who Turned a Mystery Styling Tool Into a £600m Beauty Win – and Why She’s Not Done Yet

Why It Matters

The story shows how a single product innovation can spawn a $750 million category and how a second‑act, female‑led venture can shift industry standards toward healthier styling and greater gender diversity in leadership.

Key Takeaways

• Susan Powls co‑founded ghd, sparking a $750 million styling market
• Cloud Nine provides 11 heat settings and Revive Mode for gentler styling
• Women comprise 67% of staff; family members hold senior roles
• Second‑act entrepreneurship launched Cloud Nine in 2009, defying retirement norms
• Brand’s Strength plus Kindness platform emphasizes hair health over heat hype

Pulse Analysis

The UK hair‑styling market was a niche segment worth less than $19 million in the late 1990s, until Susan Powls identified a ceramic iron imported from South Korea and repurposed it for salon use. That experiment birthed ghd in 2001, a brand that popularised ceramic technology and helped drive the market to an estimated $750 million valuation by 2025. Powls’ ability to spot an overlooked tool and scale it into a global category underscores the financial upside of niche‑tech innovation in beauty.

When Powls returned to the industry with Cloud Nine in 2009, she shifted focus from pure performance to long‑term hair health. The brand’s irons offer 11 precise temperature settings, a Variable Temperature Control system, and a patented Revive Mode that uses axial vibration to reduce friction. Sericite‑infused plates further smooth hair at lower temperatures, catering to consumers increasingly wary of heat damage. This health‑first approach aligns with broader beauty trends that prioritize sustainability, gentler formulations, and personalized performance.

Beyond product tech, Cloud Nine exemplifies a modern, female‑centric leadership model. Approximately 67% of its workforce are women, and family members occupy key executive roles, while Global Managing Director Stephanie Mason provides operational oversight. Powls’ transition to Honorary Chair at nearly 80 highlights the viability of second‑act entrepreneurship and the growing demand for women’s voices in beauty innovation. As the category continues to expand, Cloud Nine’s blend of technology, health consciousness, and inclusive leadership positions it to influence future styling standards and inspire the next generation of female founders.