When Dyson entered the beauty industry with the Supersonic hairdryer eight years ago, the move sparked widespread skepticism. Known for its vacuum cleaners and fans, Dyson surprised many with a $400 hairdryer designed to protect hair health. Initially puzzled by its unconventional design, Kathleen Pierce, now Dyson Beauty’s global president, recalls her first encounter with the Supersonic in a Hong Kong store. “I was curious,” she says. “It was unlike anything I’d seen.”
The Supersonic quickly proved itself, becoming the UK’s bestselling hairdryer within a month of its release, driven largely by social media buzz. Dyson followed up with the Airwrap multi-styler in 2018, which also sold out rapidly. By the time Pierce joined Dyson in 2022, the company had added the Corrale straightener and the Airstrait wet-to-dry straightener to its lineup.
What makes Dyson’s hair tools unique is their technology. Instead of a heavy motor in the head, the Supersonic uses a digital motor located in the handle, making it lighter and easier to control. The latest Supersonic model, the Supersonic Nural, features a “scalp protect mode,” which lowers air temperature if the dryer gets too close to the scalp, ensuring hair safety.
Dyson’s focus on hair health has won over many at-home users and haircare professionals alike. David Gouygou, co-founder of Hong Kong salon Bruneblonde, finds Dyson’s tools effective and gentle on hair. “Many clients have seen less damage over time,” he says. However, for salon use, he prefers tools that offer higher heat for faster results, such as GHD and Elchim products.
Marvin Lin, founder of Shhh Salon, cautions that while Dyson’s tools have excellent quality, they may not suit everyone’s needs, particularly for quick drying of long hair. In response to professional feedback, Dyson released the Supersonic r, a lighter, 325-gram dryer exclusively for professional use, which hairstylist Evan Wong praises for its lightness and ease of use.
Dyson’s investment in beauty innovation is far from over. In 2022, it announced plans to spend £500 million ($650 million) by 2026 to develop 20 new beauty products. This includes the Chitosan pre-style cream and post-style serum, as well as the Airwrap i.d. multi-styler with updated attachments. “Our goal is to solve problems others ignore,” says Pierce. “We spend years studying these issues to ensure our technology truly advances the status quo.”
Through thoughtful design and a commitment to hair health, Dyson has transformed the beauty space, setting new standards in personal care technology.
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