A few months ago, Dyson’s beauty department changed its Instagram handle (@DysonHair) without any explanation. The new name — @DysonBeauty — hints at the tech brand’s next move. After much speculation, a visit to the Wiltshire lab, and a promise to keep the project secret, we can finally talk about Dyson’s new category of hair care. It’s completely different from past releases: it’s electric.
The brand has announced two debut styling products to complement its popular hair tools, Pre-Style Cream and Post-Style Serum (which come in four variations, work on all hair types, and provide light or rich conditioning). ). All formulas were tested at 80% relative humidity, the most difficult environment to maintain a hairstyle.
This time, rather than using the latest technology, the team at Dyson turned to ingredients and the power of nature to find a solution for long-lasting hairstyles. They discovered chitosan, a component found in mushroom cells that gave mushrooms their structure and shape. Each bottle of Dyson’s new hair products contains the equivalent of five mushrooms and benefits from what the company calls tripolar technology.
Chitosan is blended with various ingredients to create formulas for different hair types. For example, grapeseed oil is good for fine hair, while coconut oil provides a creamy texture for hair that needs more moisture. Low and medium molecular weight hyaluronic acid protects against moisture and prevents frizz.
The brand’s hair lab uses real hair to test products and tools during the development stage. The undamaged hair is then donated to the Little Princess Trust and the damaged hair to a charity that uses the hair to absorb oil spills.
Attention to detail is what sets Dyson apart when it comes to new product development, and our chitosan hair care products are no exception. A single pump dispenses exactly 0.22 ml from the highly satisfying magnetic lid, eliminating the need to guess how much product to use, reducing waste and preventing overapplication. The packaging is sleek and as you might expect. Of course, the bottle is refillable.
The team’s final question during the development process was: What should Dyson hair care smell like? “It’s genderless,” founder James Dyson told the fragrance houses the brand worked with. “Clean, sophisticated, and fresh.” Expect your high-tech hair to be scented with bergamot, white florals, and lingering notes of cedarwood, musk, and oakmoss.
