Tyme has launched new hair dryer, designed for efficiency — the BlowTyme. It may look the same as a traditional hair dryer, but it was developed to reduce noise and weight, while reducing speed. 

BlowTyme has two speed settings and three heat settings, plus a cool shot. It weighs less than a pound.

It also features a 1650-watt Brushless DC Motor, equivalent to a 2000-watt traditional motor, the company says, and has 12,000 hours of run-time. The Brushless Motor allows BlowTYME to be extremely quiet, lightweight, and does not create toxic iron powder–small particles of iron that are blown onto the hair.

“This is the next evolution of blow dryers,” said Kierre Reeg, Co-CEO of TYME. “We are excited that we were able to create such a lightweight, powerful blow-dryer and think that it’s going to be a gamechanger for women everywhere.”

It has some competition — the Dyson Supersonic.