LONDON — James Dyson, a master of invention and reinvention, on Tuesday unveiled Omega, a new hair care range that, for the first time, marries his passion for farming with beauty.

It’s no secret that Dyson is the maker of some of the world’s most sought-after home appliances, including vacuums, fans and hair dryers, but many might not know that Dyson is also a farming giant, controlling over 36,000 acres of land across Lincolnshire, Oxfordshire, West Berkshire, Somerset, and Gloucestershire in the U.K.

A better-known arm of Dyson Farming is a high-tech, 26-acre strawberry plantation in Lincolnshire, supplying 1,250 metric tons per year for retailers like M&S, Ocado and Harrods in London. It is also a top-five producer of wheat grains, malting barley, oil seeds, and potatoes in the U.K.

The new nourishing collection is looking to become a new hit for both the year-old hair care business and the 13-year-old agricultural operation.

Engineered for all hair types over two years, the Omega range features a silicone-free hydrating hair oil in a glass bottle, retailing at $54.99, and a leave-in conditioning spray for $69.99 (and $59.99 for a refill).

Both are made with a unique blend of seven kinds of omega-rich oils, including sunflower seed oil harvested from the Dyson farms in Lincolnshire, as well as olive oil, abyssinian oil, corn oil, avocado oil, sesame oil and macadamia oil.

Sunflowers were chosen for the rich yellow tone of the oil that their seeds produce from cold-pressing. It’s rich in fatty acids, particularly omegas 6 and 9, which help to moisturize the hair, smooth the cuticle, and reduce frizz, and the oil absorbs quickly into the hair shaft without accumulating build-up because of its lightweight molecular structure, the brand claims.

Dyson also claims that the Omega nourishing collection delivers up to 94 percent stronger hair, compared to using non-conditioning shampoo on straight hair. The hydrating hair oil increases shine by up to 261 percent, and the leave-in conditioning spray reduces breakage by up to 73 percent for all hair types.

Nine hectares of fields have been allocated to grow as many as 800,000 sunflowers for the Dyson Omega collection.

The team at Dyson Farming has also trialed over 60 varieties of sunflower to identify those richest in natural ceramides, and constantly conducts soil testing, micronutrient balancing, and crop walks once the seeds are planted.

Justina Mejia-Montane, product development director at Dyson Beauty, said the team has spent a long time in R&D finding the perfect blend that can live up to these claims.

“It was trial and error with different plant oils, seed oils, and fruit oils. We wanted to create a blend of oils that would penetrate the hair cuticle, provide strength, and fortify the hair. One that has a longer chain of fatty acids, which sit on the surface, and provide the shine, the lubrication, and prevent mechanical damage,” she said.

“It’s really an art of getting the different viscosities of the oils when blended to ensure that you’re not creating something so thin and runny that it’s not even doing anything for the hair, or so thick that it’s just sitting on top of the hair and not necessarily providing any benefits,” she added.

The range is fragranced with top notes of citrus, green tea and bergamot, mid notes of jasmine and rose, and deeper notes of musk, cedarwood and oakmoss.

Ben Hogan, design manager at Dyson, said the fragrance, as well as the packaging, is aimed at enhancing the user experience.

“We’ve all smelled oils when they are a little funky. Our oils are cold-pressed. We’re not bringing any heat into the process, and that helps to maintain the freshness and the integrity of the oils. Most of the oils that are on the market do have a lot of silicones in them, and they need to have heat in the manufacturing process. But our formulation doesn’t have silicones in it, so we don’t have to apply the heat. It is rather unique in that respect,” he said.

“A glass bottle helps as well. Glass is the best material when it comes to preserving oil. Everything is stable in a glass, whereas when you put some products in plastic, sometimes they interact quite negatively, and that can also impact the scent,” Hogan added.

According to the 78-year-old Dyson, the harvest of the sunflower on the farm was the result of a decade-long experiment and investment in precision farming, and the company will continue to pioneer new ways to improve hair health through innovation, technology and ingredient science.

“We have focused on growing the best, tastiest and most nutritious produce, farmed sustainably and efficiently, while protecting the environment and encouraging biodiversity. It’s a passion, and in the process, I became very interested in how the farms could add to the development of ingredient-led beauty products, which aid hair health,” he said.

Last year, Dyson entered the hair care market with the Chitosan range, with formulations that can be used on wet and dry hair. It debuted with pre-style cream, for priming, and a post-style serum, for defining.

Chitosan is a copolymer derived from the gills of oyster mushrooms and helps to give the fungi their shape. It allows the Dyson products to have a flexible hold on the hair. A new member, a multi-use styling spray, was introduced to the Chitosan family last week. It’s designed to deliver flexible, all-day hold.

The mushrooms are sourced from trusted partners, as Dyson at this stage is not equipped to grow them on the farms.

But one can expect more Dyson products made with “homegrown” ingredients hitting the market in the near future, with health products being an obvious category to venture into, Dyson told WWD last year.

Mejia-Montane said that working with Dyson Farming has “unlocked a whole bunch of potential opportunities” for the beauty business.

In addition to growing ingredients for future product releases, she said the beauty business is also looking into farming byproducts, putting a circular spin on its offering.