Lots of us depend on hair styling tools day in and day out. Living your life with sopping wet hair isn’t cute and letting it air dry could damage your tresses, so a blowdryer often feels like one we can’t live without. Since a run-of-the-mill version usually costs around $50 and has a lifespan of about two years max, if you do the math, we can end up spending serious dough on blowout tools over the course of our lives. But all of that is about to change.


Today, Amika is launching the Immortal Power-Life Dryer ($300), which is a straight-up game changer in the hair tool space. The Korean-made product features a brushless motor, meaning it’s quieter and weighs less than the one you’re used to. In fact, it’s just one pound, so you’ll never have to deal with blowout arm again (it’s a THING).

Thanks to the use of gentle, far-infrared heat and smoothing negative ions, your locks avoid a ton of damage like breakage, frizz, and dullness. And the three heat settings (and a shine-inducing cool shot button) and two speeds gives you a ton of styling control. The nine-foot cord even includes a hanging hook (a beauty organization savior, y’all) for added flexibility. Oh, and did we mention the five year warranty?

The design and innovation behind the Immortal Power-Life Dryer is great and all, but let’s turn our attention to the bottom line. Amika boasts that it’ll last you 10 times longer than traditional dryers. So the price just might be justified since you’ll likely never, ever have to spend another dime on another tool for the rest of your life. Don’t believe us? Consider the math: If you spend about 15 minutes drying your hair five days each week, you’ll get almost 167 years of use out of this blowdryer! Sold.

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