"Straighten Wet Hair Without Damage"… Dyson Launches New Hair Product

Held a meeting on the 12th and unveiled the 'Air Straight Straightener'
Easy styling mode... Intelligent heat control system
The price of 599,000 won is a drawback
Plans to launch 20 new beauty products by 2026

"You can straighten while drying, it's really convenient"

Dyson has announced the fourth new product in its hair care lineup: the 'Airwrap Straightener.' This product features the ability to dry and straighten wet hair simultaneously using airflow without heat damage. Through this new product, Dyson expressed its ambition to actively target Korean consumers and launch a total of 20 new beauty products by 2026.

On the 12th, Dyson held a press conference at the Fairmont Ambassador Seoul in Yeouido to unveil the new product.

Dyson launched its new hair care product, the 'Dyson Airwrap Straightener,' on the 12th.
[Photo by Han Yeju]

The Dyson Airwrap Straightener has two bars facing each other, through which high-pressure airflow is emitted to dry the hair while straightening it. The airflow at a 45-degree angle aligns the hair and prevents excessive heat damage, reducing damage and hair breakage.

It is equipped with a specially designed Hyperdymium™ motor to deliver the core performance of Dyson hair care technology. The Hyperdymium motor features a 13-blade impeller rotating up to 106,000 rpm, blowing more than 11.9 liters of air per second, generating up to 3.6 kPa of air pressure needed to dry and straighten hair simultaneously.

It is equipped with a Hyperdymium™ motor, specially designed to realize the core performance of Dyson hair care technology.
[Photo by Han Yeju]

The product is simple to use. Turn on the power button and select one of two styling modes: 'Dry Hair' or 'Wet Hair,' then set the temperature. The Wet Hair mode offers three temperature settings: 80°C, 110°C, and 140°C. The Dry Hair mode provides two temperature settings: 120°C and 140°C, with an additional 'Boost' setting.

There is also a cold mode to set the finished style. You can lock or unlock the device by sliding a button, and using the device with the two bars closed allows for light initial drying or creating volume at the roots.

After spraying water to wet the hair and using the product, it was confirmed that curly hair was neatly straightened. When using a straightener on wet hair, it usually produces a burning sound or sensation, but none of that was observed with Dyson’s product. Unlike other straighteners, there is no preheating time, which is expected to help with quick styling during busy mornings. The LCD display showing airflow and temperature made settings easy and convenient.

After spraying one side of the hair with a mist and then using the product, the hair was neatly straightened without damage even when wet. The left side is the side where the product was used, and the right side is the side where it was not used.
[Photo by Han Yeju]

Dyson expects the new product to be especially popular in Korea. Will Kerr, Head of Product Development at Dyson Haircare R&D, said, "Korea is a country where people of all ages and genders are highly interested in hair health and styling," adding, "Korean users wash their hair and use hair dryers about twice as often as the global average."

According to the Dyson Global Hair Science Study, 65% of Koreans wash their hair daily, and 58% use a hair dryer daily. This is significantly higher compared to the global average of 38%.

On the 12th, Will Cur Dyson, Head of Product Development in the Haircare Research and Development (R&D) division, explained the new product.
[Photo by Han Yeju]

However, the high price is a drawback. The recommended retail price of the new product is 599,000 KRW. Even customers who have already experienced Dyson’s premium hair devices may find it burdensome to pay around 600,000 KRW for a product with only straightening functionality.

Meanwhile, Dyson plans to launch a total of 20 new beauty products by 2026. The company is currently investing ?500 million (approximately 800 billion KRW) to expand and accelerate research and technology development across the beauty sector.