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On Integrity, Giving Back and
the Courage to Start Again
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The inspiration for Cloud Nine struck… when I exited ghd in 2006 and I had an opportunity to start something new—something that bridged the gap in the market for tools that catered for all hair types. Temperature control was a feature I was always keen to bring to the world of haircare, and one I repeatedly raised in boardroom discussions at ghd; however, these proposals weren’t taken forward. Cloud Nine became my opportunity to give back to women who wanted to style without unnecessary damage.
I decided to dedicate the brand to preventing heat damage… because heat damage can happen to anyone with the wrong tools and treatment. Although most people have been tuned in to their mind and body’s health for decades, I felt that there was a huge opportunity to bring hair health into conversations around haircare.
Heat damage is also an important consideration when caring for other hair concerns, like menopausal hair. Cloud Nine recently became the first hair electrical brand to receive MTick, the globally recognised certification for menopause-friendly products, for our advanced temperature control, and I remain committed to sharing how heat education can help everyone, at any stage of life.
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The Luxury Airshot Pro
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“Women from my generation weren’t expected to go against the grain in a lot
of aspects, let alone become the founder of
a challenger brand, but this barrier taught me to be brave, take that leap of faith, and reclaim the space that you were once made
to think wasn’t available to you.”
Susan Powls
When Susan Powls began an apprenticeship at a local hair salon at age 15, she unknowingly started on her path to change the hair styling industry forever. As the brains behind the modern-day hair straightener and two global styling tool brands, she’s a trailblazer in its truest form. From co-founding ghd back in 1999 to the birth of challenger heated tool brand Cloud Nine just
a few years later, Powls has created an influence that few other names in haircare can match.
The biggest challenge I’ve faced in my career… was starting again in my 60s. Once I exited ghd, I could have easily stopped, but I had a real drive to go again and create something wonderful. Women from my generation weren’t expected to go against the grain in a lot of aspects, let alone become a brand founder of a challenger brand, but this barrier taught me to be brave, take that leap of faith, and reclaim the space that you were once made to think wasn’t available to you.
My biggest career win to date… has been seeing my family take Cloud Nine to new heights. Today, we have three generations at the heart of the company. My sons, Martin and Gavin, oversee business operations, while my granddaughter Millie leads our global brand and marketing team, and my grandson Hamish has taken on the role of global sales manager.
My other granddaughters, Harriet, Nancy, and Claudia, contribute across our operations, digital, and social media teams respectively. Watching them learn, develop, and succeed personally and professionally is something I’ll always be proud of.
I will never compromise on… integrity. I’ve consistently stayed true to my principles, only putting my name to work I genuinely believe in; a standard that has underpinned my
successes to date.
As a female founder, I’ve been told… during the GHD days I was told to “go home and spend the money”, despite being a co-founder of the business. Experiences like this ultimately strengthened my resolve and gave me an insight into the importance of having more female voices at the forefront of the industry. While there’s still progress to be made, I’m honoured to be contributing to that difference at Cloud Nine, working as part of a team that is 70% female and representing everyone’s individual beauty.
I celebrate my business wins by… getting the whole family together, usually by hosting a
Sunday lunch at my house. My go-to recipe is a boozy trifle that my mother used to make—a staple that’s stood the test of time in our household. It’s only right to celebrate with the people who help to make my vision a reality every day.
I have achieved the right work/life balance by… learning how to take time for myself again and
enjoy what I’ve built. With my sons and grandchildren now at the helm of the business, I can enjoy time away from day-to-day operations, confident in their ability to keep driving my original mission of making heat styling kinder.
“I’ve consistently stayed true to my principles, only putting my name to work I genuinely
believe in; a standard that has underpinned
my successes to date.”
“Creating a lasting legacy through products, tools, and technologies that genuinely make
a difference to people worldwide is something I have aspired to from the very beginning
of my career, and I remain incredibly proud of the positive impact I’ve made on the industry since.”
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This was only the beginning of the technology she would champion. Powls continued innovating, pushing boundaries during a time when female founders were regularly ridiculed. What stands today is an incredible legacy that has not only touched all corners of the globe, but has allowed Powls to form an inter-generational empire with Cloud Nine that only continues to grow. Here, she tells Amelia Yeomans about exactly how she built her legacy from the ground up, and the lessons that shaped her on the way.
But it didn’t start with a grand business plan. What first captivated Powls was the transformation that hair styling can create, often forming a new person in the salon chair. Hair became about more than just a makeover; it presented a chance to empower. This became particularly poignant when Powls herself was impressed by a sample product, delivered to her in the post, that enabled her to straighten her curls to perfection in minutes.
Susan's Cultural Edit:
The World That Inspires Her
What is a book that changed your perspective? ‘Where the Crawdads Sing’ by Delia Owens. I felt entirely immersed in the story of the protagonist’s solitary, stripped back upbringing, and turned the final page feeling inspired by the reminder that material things aren’t the root of happiness.
My secret London spot is… the bar in the Capital Hotel. After a long day of shopping in the city, I love retreating there to unwind with a well-deserved
glass of champagne.
My favourite place in the whole world is… my home in Addingham, Yorkshire. The older I get, the more I crave being somewhere I feel completely at peace,
and being there brings me a deep sense of stillness and serenity.
My go to coffee order is… a macchiato.
What feels like home to you? The Balmoral Hotel
in Edinburgh.
The most practical thing in my bag is… hairdressing scissors. I carry them every day, just in case of a nearby hair emergency. I still cut my son Martin’s
hair whenever I see him!
My desert island meal is… Hand dived scallops
cooked on an open fire.
My most treasured object is… my third wedding ring received five years ago, when I was 75. A reminder that you’re never too old to find true love and companionship.
Addingham,
Yorkshire
The Capital Hotel
The Balmoral
Third
wedding ring
Hand dived
scallops
My definition of success is… longevity. Creating a lasting legacy through products, tools, and technologies that genuinely make a difference to people worldwide is something I have aspired
to from the very beginning of my career, and I remain incredibly proud of the positive impact I’ve made on the industry since.
