Dyson Launches Styling Products

Dyson has launched its first wet styling products line.

New Dyson Chitosan Pre-Style Cream and Post-Style Serum contain the mushroom-derived complex macromolecule as the hero component. The formulas are engineered with Dyson “Triodetic” technology, which is said to lock in styles, strand by strand, with a lightweight structure of bonds.

The range promises flexible, all-day hold with natural movement and shine, per the brand.

A New Frontier for Dyson

The move into liquid styling represents a new category for the UK-based hardware company that made a name for itself first in vacuum cleaners and, more recently, in the world of hair care with blow dryers, straighteners and other styling tools.

Dyson says it sources its version of chitosan from 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.

Each formulation is tailored for different hair types, incorporating specific ingredients such as grape seed oil and argan oil to meet various conditioning needs.

The packaging has a precision applicator. Dyson also offers refillable bottles and recyclable refill cartridges.

Pre-Style Cream

Chitosan Pre-Style Cream variations include straight to wavy (light and rich conditioning) and curly to coily (light and rich conditioning). In addition to chitosan, the formulas contain grapeseed, castor and argan oils, beeswax and heat protectant properties to fight frizz and enhance shine, according to the brand. The formula transforms from a cream to a sheer serum in the hand.

Post-Style Serum

Chitosan Post-Style Serum is a lightweight serum that repairs surface damage with amino acids, providing weightless, flexible hold. Enhanced with hyaluronic acid to fight humidity-induced frizz, it is suitable for all hair types, according to the brand.