Dyson solves problems that others ignore. Dyson has been researching the science of hair styling for almost a decade, investing over £100m into hair laboratories across the globe and employing thousands of hair scientists, engineers and professionals. These expert teams have studied in detail everything from the structure of hair to airflow dynamics whilst understanding thermal, mechanical and chemical damage – and the subsequent effects on hair health.

At the core of Dyson’s technology is the drive to engineer products that use less reliance on heat and improve the overall styling experience. In 2016, Dyson entered into the Personal Care space with the launch of the Dyson Supersonic™ hair dryer. The product was an instant sensation across the globe, and established Dyson as a key player within the beauty space. Building on their expertise in hair health and science, Dyson launch the Dyson Airwrap™ styler in 2018, which delivered a new way to style hair using air to dry and style hair simultaneously. In March of 2020, Dyson introduced a new sub-category with the launch of the Dyson Corrale™ straightener which has flexing plates that shape to gather hair for more control which delivers the same style with half the damage compared to conventional solid plates.