Belfast haircare firm We Are Paradoxxx has developed what it claims is the world’s first cordless 3-in-1 hair tool through R&D support from Invest Northern Ireland.

We Are Paradoxx’s new new Supernova appliance straightens, curls and creates wave hairstyles. The company works with an array of globally renowned retailers, including Harvey Nichols, Saks Fifth Avenue, ASOS and Ulta Beauty.

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

“We proactively champion local business and act to reduce our carbon footprint”

“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,” Dr Kell said. “The company now has over 40 global retail customers.

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

A sustainable path

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.

“Our company values innovation, quality and sustainability,” explained Yolanda Cooper, founder and CEO of We Are Paradoxx.

“This is an exciting time for us, with the creation of our new Supernova hair appliance, as well as accessing new markets. 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.

“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.”

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.

Pictured above: Dr Vicky Kell, Director of Innovation, Research and Development, Invest NI with Yolanda Cooper, founder and CEO, We Are Paradoxx

Written by John Kennedy (john.kennedy3@boi.com)

Published: 11 February, 2020

Recommended