Dyson continues to redefine the intersection of technology and beauty with the unveiling of its latest innovations—the Dyson Chitosan™ formulations and the Dyson Airwrap i.d.™ multi-styler and dryer. This dual launch marks a significant milestone for the company, blending cutting-edge technology with advanced ingredient science to elevate the beauty experience.
The Dyson Chitosan™ range, which includes the Pre-Style Cream and Post-Style Serum, represents the brand’s inaugural venture into hair care formulations. The use of chitosan, a complex macromolecule sourced from oyster mushrooms, is a novel approach in the beauty industry. Chitosan is recognised for its structural integrity and flexibility, attributes that Dyson has harnessed to create products that offer exceptional hold while maintaining natural movement and shine.
Kathleen Pierce, President of Beauty at Dyson, emphasises the rigorous development process behind these products: “Our engineers have rigorously tested to find the optimum percentage of chitosan for all-day, flexible hold, while maintaining natural movement.” This meticulous approach ensures that the Chitosan™ range provides both functionality and a luxurious feel.
The Pre-Style Cream is formulated to prime and condition hair, reducing frizz and enhancing shine with its blend of chitosan, grapeseed oil, and argan oil. The serum, on the other hand, locks in styles with hydration and protection against humidity. Both products feature a precision applicator and offer refillable bottles with recyclable cartridges, reflecting Dyson’s commitment to environmental sustainability.
The Chitosan™ Pre-Style Cream is available in four variations to cater to different hair types, including Straight to Wavy and Curly to Coily, each providing tailored conditioning benefits. The Post-Style Serum is designed to repair surface damage and enhance softness, suitable for all hair types.
Alongside these innovations, Dyson introduces the Airwrap i.d.™ multi-styler and dryer, the brand’s first connected beauty device. This sophisticated tool incorporates Bluetooth® technology to deliver a highly personalised styling experience. The i.d. curl™ function automates the curling process, adjusting based on user profile data such as hair type, length, and styling proficiency. The result is a flawless curl with optimal heat and airflow control.
The Airwrap i.d.™ is available in two variants tailored for different hair types and includes three new attachments: the Conical Barrel for defined curls, the Wave+Curl Diffuser for natural curl enhancement, and the Blade Concentrator for a smooth finish. With 19 attachments in total, this multi-styler offers versatility while minimising heat damage through intelligent temperature control that maintains a maximum of 302°F.
The Dyson Airwrap i.d.™ will be offered in several elegant colour options, including Ceramic Patina and Topaz, Vinca Blue and Topaz, and the limited edition Strawberry Bronze/Blush Pink for the 2024 holiday season.
In advancing its beauty technology and formulation science, Dyson not only enhances user experience but also demonstrates a continued commitment to innovation and sustainability. These latest products underscore Dyson’s dedication to pushing boundaries and setting new standards in the luxury beauty market.