Some people follow trends. Others set them. Twenty-five years ago, hairdresser Susan Powls brought ceramic straighteners to the UK, transforming the hairstyling industry. Her family – including her sons and grandchildren – are now at the helm of Cloud Nine, leading the healthy hairstyling revolution.
Now, as she approaches her 80th birthday, the Honorary Chair of Cloud Nine is still as radiant as ever. In celebration of her extraordinary career journey, we caught up with Susan to discover the haircare and styling lessons she’s learned over the years.
1. Healthy hair is beautiful hair
“It might sound obvious now, but it wasn’t always the case. For decades, we were told beautiful hair needed to be tamed into submission using hot curling tongs, chemical treatments and daily blow-dries. I’ve witnessed the damage first-hand – on my clients’ hair, and on my own.
“For me, the foundation of any style has to be condition.
“That’s why I’m so proud of what my family have built at Cloud Nine – we’re always investing in research and development to keep our tools at the forefront of hair health innovation. Pick up any one of our heated styling tools, and you can rest-assured it’s packed with expert haircare technology to help your hair look good – not just today, but every day.”
2. Heat should be tailored, not one-size-fits all
“A few decades ago, we didn’t have much choice when it came to hairstyling.
“You heated a tong or metal-plated straightener or crimper to an extremely high heat and moulded your hair into the desired style – dryness, brittleness and split ends were just the price you paid. And if you had curly hair like mine, you were lucky if the style lasted more than a few minutes before frizz took over.
“It’s different now. Instead of metal plates, ceramic straighteners evenly distribute heat across the hair, minimising hot spots. Cloud Nine has taken haircare technology one step further with Sericite®, which smooths and helps to lock in moisture, and Customisable Temperature Control, which puts you in control of the heat you apply when you style.”
3. Don’t let age define what your hair, or you, can do
“Just as hairstyles change over the decades, our hair changes as we get older. If, like me, your hair has become drier and lost thickness, you don’t have to give up heat styling, you just need to take a little more care.
“Thanks to the adaptability offered by our Customisable Temperature Controls, you can change the heat you use to suit your hair’s evolving needs. Revive Mode® allows you to get perfect results at a lower temperature, so you don’t have to give up your favourite looks with age.
“Most of our straighteners are also MTick™ certified, which means they are menopause-friendly and help protect thinning or fragile hair.”
4. Curiosity is your superpower
“I love new things – especially when it comes to hair. I buy and try so many innovative, new products.
“That’s always been me.
“Whether it was styling tools, products, or ideas – I want to try it all! It was my curiosity that led me to testing the prototype straighteners in the first place, and I haven’t lost that urge to experiment and test new trends.
“My curiosity has kept me learning, experimenting, and improving throughout my whole career. If there’s one thing I’d pass on to others, it’s this: don’t be afraid to try something new. Embrace new technology, not just to follow trends, but to protect and nurture your hair in ways we couldn’t before.”
5. Never underestimate the
power of a good hair day
“It sounds like a small thing, but it’s not. Whether straight, curly, or somewhere
in between, a good hair day can change how you carry yourself.
“You feel more you, more capable, more confident. I’ve seen firsthand how a good hair day gives women a quiet sense of confidence.
“I’m incredibly proud to have been one of the first to introduce straighteners to
the UK – because for many women in the early 2000s, straightened hair became a
source of that power.
“Today, a good hair day doesn’t have to mean a straight hair day. I love the
versatility of Cloud Nine straighteners – they can straighten, wave or curl, meaning you can change your style every day if you want to.”
Susan’s story is about more than just straighteners. For decades, she’s championed health-first styling to empower women of all ages. Those values are still at the heart of Cloud Nine today.
Learn more about the Cloud Nine origin story
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