Is Dyson About to Disrupt the Hair Styling Market?
Already a symbol of excellence in hair tools, Dyson is now venturing into hair care formulations with its new styling line, Dyson Chitosan—a range of pre-styling creams and post-styling serums. Priced at $60 for 100ml, these products command one of the highest price points in the category, yet their innovation in formulation, packaging, and functionality may justify the cost. With a focus on solving persistent styling issues, Dyson’s debut in the hair care product space reflects the same rigor and ingenuity that define its tools, vacuums, and headphones. But can their new formulations hold up in a hyper-competitive hair care market?
Solving the Crunchy Styling Problem
Dyson’s entrance into formulations is a natural extension of its expertise in hair health. Traditional styling products often rely on polymers that effectively “glue” strands together, resulting in brittle, crunchy hair with limited flexibility. Dyson’s solution? Triodetic™ technology—a proprietary formula that creates a lightweight structure of bonds to flexibly lock in styles strand by strand. Powered by chitosan, a biopolymer derived from oyster mushroom cell walls, this technology provides both flexibility and strength, allowing hair to retain its natural movement while maintaining a long-lasting hold.
The result is transformative: up to 50% less frizz compared to untreated hair, with improved natural shine and lightweight styling that doesn’t weigh hair down. After five years of research, Dyson has perfected a formulation that combines long-lasting hold with a soft, touchable finish—no crunch, no compromise.
The styling line also enhances the performance of Dyson’s iconic tools, addressing a common complaint: styles created with tools like the Airwrap often fade too quickly. The new hair styling products ensure longer-lasting results, positioning Dyson to expand its influence in formulated products by leveraging its established market share in styling tools.
Packaging That Redefines Luxury
Unsurprisingly, the same innovators who made vacuums look sleek have designed eye-catching packaging for Dyson’s styling products. While many competitors in the styling space rely on basic pump bottles or cosmetic tubes, Dyson’s design stands out with its visually striking and innovative features. The product dispenses from the bottom via an airless pump mechanism, ensuring precise application. Dispensing just 0.22ml of product per pump, this mechanism allows users to tailor the amount for their specific hair type, minimizing waste and maximizing consistency.
The bottle is equipped with a magnetic cap that mirrors the signature mechanism found in Dyson tools, adding an air of luxury to the product. Additionally, Dyson’s packaging incorporates a refillable cartridge system. Users can replace the internal cartridge while reusing the outer sleeve and pump. The refill cartridges, which are recyclable at home, are available on Dyson’s website and Sephora at a $5 discount.
Further enhancing the packaging experience is NFC-enabled technology, offering users access to styling guides, dosage tips, and a seamless refill purchase process with a simple tap of their phone.
Dyson’s packaging is visually stunning—a blend of form and function that underscores its luxury price point. The design aligns with the brand’s ethos of solving problems through innovation while maintaining a premium aesthetic that commands attention on retail shelves.
The Market Impact: Will the Dyson Effect Work in Hair Products?
For Dyson, stepping into formulations marks a bold move into uncharted territory. The question is whether their proprietary solution justifies the price. Initial reviews on Sephora reflect a strong start, with ratings of 4.8 and 4.7 stars signaling consumer approval for both the creams and serums. By leveraging proprietary technology, dynamic packaging, and a reputation for quality, Dyson may be poised to redefine the hair care product market, much as it has with its tools.
While its $60 price tag may raise eyebrows, Dyson’s track record of delivering exceptional performance at premium prices suggests it is well-positioned for success. With innovation at its core, Dyson’s styling range may not only promise better hair but also offer a glimpse into the future of formulated hair care solutions.
