A NORTH-EAST entrepreneur is behind the development of the latest “must-have

” hair styling product, which is predicted to take the international beauty

world by storm.

Hairdresser and salon owner Paula Todd has led a year-long project into the

development of the TheO heated rollers, which are about to be launched across

the UK after winning praise from across the sector.

Ms Todd will be the first to introduce the product into the North-East at her

salon, Green- Ginger Hairdressing, in Newcastle, and is predicting the TheO

rollers will revolutionise the industry.

They will not be on general sale initially, but salons across the UK are

already clamouring to secure them.

The company which makes the rollers, Cloud 9 – founded by hairdressing icon

Robert Powls, one of the founders of GHD, and which headhunted Ms Todd to be

involved – has already said it believes the stylers will see women abandoning

traditional heated hair products in favour of TheO rollers, which activate

heat once in the hair, use no pins and work faster.

Her involvement in TheO marks the second time Ms Todd has helped develop a

hair product, after being selected ahead of international competition to write

the step-by-step guides for the Cloud 9 styling irons, launched last year.

Ms Todd, whose salon is celebrating its 20th year in business, said she is

excited about the prospects for the product.

“It’s been very exciting working on the development of TheO and keeping it

all top secret. At the minute, the rollers are only available to salons rather

than the public. It’s the most exciting development in professional hair

products for decades, and we’re delighted to have played a part in it,” she

said.

“It’s exciting to have been chosen for the second time by an industry

leader, to help develop yet another great new product for salons and

individuals.”

Ms Todd said of the product: “Heated rollers have been around since 1966, but

have never really taken off like straighteners did.

The old rollers took ages to heat up, and then were too hot to handle and,

because they were so heavy, they needed pinning.

“The new breed of rollers heats up using induction technology, so they are

hot in the hair, not in your hand, and they are made of a lightweight, soft-

grip material similar to Velcro, so there’s no need for pins.

“You choose from five different roller sizes, pop one in the pod, wait four

seconds for it to heat up then wind it in to your hair. By the time you’ve

done that the next one is heated up and ready.”

Ms Todd hails from a hairdressing family, and her father was a barber who

helped several other Italian barbers settle in the North-East in the Sixties.

Her father- in-law was also a barber.

“It’s a bit of a family joke that Todd is not exactly the best name for

someone who works with hair, but I can’t say I’ve noticed anyone looking

nervous,” she said.

“Many of our clients have been with us since I set up the business, which is

a good measure of whether we are getting it right.

We’re very proud of spending the last 20 years making people feel good about

themselves, and we’re looking forward to being at the forefront in the next

20 years too.”