Dyson has entered the beauty world with its first-ever wet-line styling product, the Dyson Chitosan.
Powered by chitosan, a complex macromolecule derived from oyster mushrooms and engineered with Dyson Triodetic technology, the range results from over a decade of investment in hair health.
Building on the research and innovation into hair science behind Dyson hair care devices, this new styling range followed Dyson’s same engineering mindset, focusing on delivering high-performance products and experiences.
Designed to combat the problems of some others, which use simple polymers that lock hair strands together with stiff bonds, the Dyson Chitosan styling range works differently to deliver flexible all-day hold, with movement and shine, without the crunch for all hair types, even in high-humidity environments.
Dyson engineers have continued to push boundaries by launching technological advancements to existing tools and entirely new innovations. Chitosan is a molecule that those in the beauty community may not be familiar with. Each bottle harnesses the power of up to eight oyster mushrooms.
“Our engineers have rigorously tested to find the optimum percentage of chitosan for all-day, flexible hold while maintaining natural movement,” said Kathleen Pierce, President of Beauty at Dyson.
The Pre-style Cream transforms from a cream to a sheer serum as you work the formula in your hand, ensuring an even application and a touchable, long-lasting hold with a natural feel.
Engineered for all hair types, it has four innovative variants, each precisely blended with ingredients tailored to different natural hair shapes and conditioning preferences for the best possible results.
“Hair is unique. We found through research that not one formula can do it all. Adapting the levels of polymers and emollients in each variant, using lighter oils such as grapeseed oil for the light variants, and richer oils like caster seed oil in the rich variants, personalises the formulas to your specific needs,” said Will Kerr, VP of New Product Development.
The Post-style Cream holds and defines the end style for a soft, flexible, all-day hold with movement and shine. The lightweight serum contains a blend of amino acids known to repair signs of surface damage.
“The promise of flexible retention with movement and shine is an innovation I know from over 20 years of work as a celebrity stylist will benefit many. This is exactly why Dyson wanted to find a solution to common frustrations with their first product line and design something for all hair types,” said Matthew Collins, Dyson Ambassador.
The Dyson-engineered precision applicator has also been rigorously tested to deliver the same amount, pump after pump. An exact 0.22ml is dispensed every time, helping to prevent product wastage or overuse.
The full-size formulation packaging is refillable, and the outer packaging is tested and built to last. Plus, the refill cartridges can be recycled at home.
In delivering an unparalleled user experience alongside its high-performance products, Dyson introduced a brand-new NFC experience.
With everything from styling and dosage guidance to ingredient information, support, and the ability to repurchase, this new experience has brought everything an owner could need directly to their fingertips where they want when they want.
The launch into formulations has represented a new frontier for Dyson, delving into ingredient research and expertise. Dyson has a lot more in its beauty pipeline that is still to come.
