It’s all too common for women to be forgotten or ‘accidentally’ sidelined from the stories that form the backbone of culture, regardless of their field.
The hairstyling industry is no exception with one name left out from the hair straightener’s origin story – until now.
Susan Powls, co-founder and Honorary Chair of Cloud Nine, has this year returned to the spotlight to reclaim her rightful title as a pioneer of the kinder, modern-day hair straightener.
WHERE HEAT STYLING STARTED
On a bad hair day in the early noughties, hairdresser Susan Powls was contending with her own curls when she discovered a ceramic styling tool from South Korea tucked away in her then-husband’s office.
This wasn’t an unusual occurrence. As a well-connected hairstylist and salon manager, Robert Powls regularly received product samples at their house–but this tool was unlike anything she'd tried before.
After trusting her instincts, deciding to rewire the American plug to a UK one and try it out for herself, Susan was excited to have transformed her natural frizz into a sleek, smooth, and straight style, immediately declaring to Robert: “I’m having a good hair day!”
The next day, the couple registered the company that would go on to redefine hair styling in the millennium: ghd. The name was a natural byproduct of Susan’s own words (“good hair day”) and the straighteners quickly flew off the shelves.
Building up the business from her Yorkshire home, Susan became accustomed to long days, breathing life into very heart of the brand around the clock.
One thing became clear: Susan’s insights and determination fuelled those heady early days.
MOVING INTO A KINDER ERA OF HEAT STYLING
In 2009, just three years after stepping away from ghd, Susan could have comfortably closed the chapter on the stratospheric success she had built at ghd. Instead, she sought to take on a new challenge in the world of hairstyling.
No stranger to the problem of heat damage caused by excessive styling temperatures, Susan persisted in her ambition to create styling tools unlike any other on the market. Tools that would make hair both look and feel healthier.
“When we launched ghd a long time ago, it was about having straight hair”, Susan explained.
“This time, my goal wasn’t just straight hair – it was healthy, strong hair.”
Believing that styling tools should reflect everyone’s individuality, the Powls went on to launch Cloud Nine – its philosophy firmly rooted in science, wellness, and advanced technological performance.
Reconnecting with original partners in South Korea, Susan went on to be the driving force behind a line of innovative, intelligent hair straighteners featuring unique Sericite®-infused plate and Variable Temperature Control technology, changing the game for good.
“Cloud Nine addresses a challenge that has long been overlooked in the heat styling world: how to achieve professional results without compromising the condition of the hair itself. No woman should have to sacrifice her hair’s long-term health for straight, sleek style when she wants it.”
This quickly turned into something even greater with the introduction of curlers, hairdryers, helping both DIY-stylers and professionals alike achieve an array of healthier hairstyles at their fingertips.
Making a mark on an industry not historically renowned for its wellness ethos, each Cloud Nine styling tool has been designed with all 12 hair types in mind from the very beginning.
Without Susan’s innovation and unrelenting ambition, it’s plausible that no such brand or tools would exist today.
INSPIRING THE NEXT GENERATION
It’s nothing short of inspiring to see Susan reclaim her legacy as one of the trailblazers behind the original ceramic hair straightener.
As she approaches her 80th year, Susan is now sharing her story to inspire other women to step up and fuel further growth in the category for years to come.
Speaking about her vision for the future, Susan concluded: “Through my story, I hope to inspire and encourage future female innovators to trust their instincts, take the initiative, and build something extraordinary.”
With Cloud Nine remaining true to its roots, over 15 years on from its origin – still independent, still based in Harrogate, and still a family business with Susan’s children and grandchildren at the centre – Susan’s resilience and ethos continues to shape the brand today.
But her values of quality, creativity and integrity extend far beyond the inner workings of Cloud Nine.
Her passion for innovation, strength, and kindness has not only inspired a global community of stylists and beauty enthusiasts, but also a new generation of female entrepreneurs looking to go against the grain and introduce something different to the world.
It is for this reason that Susan’s name deserves to be championed, both within and beyond the world of hairstyling, for many years to come.
To discover how you can kickstart your kinder hairstyling journey, check out Susan’s 5 healthy hair lessons. You can also explore how to recreate iconic styles through the decades with Susan’s take on 50 years of hairstyling.
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