Tools conglomerate Dyson have expanded from their hair sector in straightening, drying and styling hair tools, by launching a wet line, titled Chitosan™, to meet style with care. The first ever wet line style products from the brand come in the form of a Pre-Style Cream and Post-Style Serum, to prime and define, respectively.

Anchored by chitosan, a complex and delicate but strong macromolecule derived from oyster mushrooms and engineered with Dyson Triodetic™ technology, the range builds on over a decade of Dyson’s research into hair health. This key component offers flexible all-day hold, movement and shine, but without crunch, stickiness, brittleness and the tendency of hair to lock strands together when using simple polymers that create stiff bonds. Flexible bonds allow hair to move, flex, and recall its style, thanks to this lightweight structure of bonds.

The products build on a legacy that launched into the market with the Dyson Supersonic™ hair dryer eight years ago, building on the Dyson Airwrap™ multi-styler, Dyson Supersonic Nural™ hair dryer, the Dyson Airstrait™ wet-to-dry straightener, Dyson Supersonic r™ Professional hair dryer and beyond, winning millions of professional and consumer fans in the process. The products are designed as the only formulas to exclusively work specifically alongside these technologies for optimal styling, even in high humidity.

“Whilst some other styling products use simple polymers that stick the strands of hair together like glue. Dyson’s formulas work differently. When used in Dyson Chitosan™ formulas, the complex macromolecule helps create flexible bonds that support hair strand by strand, for flexible all day hold, with movement and shine,” shared James Dyson, Founder and Chief Engineer.

“Our engineers have rigorously tested to find the optimum percentage of chitosan for all-day, flexible hold, while maintaining natural movement,” added Kathleen Pierce, President of Beauty at Dyson.

Specifically, the Pre-Style Cream primes, holds the style and conditions, transforming into a sheer serum to create a touchable, natural hold. Conditioning agents reduce frizz, for up to 50 per cent less frizz, while high-performing silicones and oils ensure smoothness and shine. The product is available in four variants in both Straight to Wavy and Curly to Coily and Light and Rich.

“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,” explained Will Kerr, VP New Product Development.

The Post-Style Serum holds, hydrates and defines the looks with movement, shine and hydration in a lightweight formula. Hyaluronic acid acts as a weightless protective shield in up to 80 per cent relative humidity, while amino acids repair signs of surface damage and frizz is reduced up to 50 per cent. The product is safe for colour and chemically treated hair, for use on dry, styled hair.

“The promise of flexible retention with movement and shine is an innovation that I know, from over 20 years of work as a celebrity stylist, will benefit so many,” shared Matthew Collins, Dyson Ambassador. “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.”

Dyson has further innovated in the bottle type, where the Dyson-engineered precision applicator has rigorously tested to deliver the same amount in each pump, dispensing 0.22ml every time in order to prevent product wastage or overuse. The full-size formulation packaging is refillable and the outer packaging is durable. Additionally, the refill cartridges can be recycled at home.

“We want to take the guesswork out of styling,” said Amy Johnson, Head of Education at Dyson. “Overuse can weigh hair down and cause styles to lose shape prematurely. Because Dyson’s formula is highly concentrated, a little goes a long way. This system reduces the chance of error, allowing you to adjust the quantity until you find the right balance, ensuring consistent styling results.”

The products are supported by online content that elevates the use experience. Styling and application guides, dosage guides, ingredient information, purchase and repurchase opportunities and further support are available in a handy platform to complement the formulations.

Dyson will continue to innovate into this new sphere of ingredient research, utilising 350,000 acres of working land as one of Britain’s biggest farmers to seamlessly merge these scientific innovations and discoveries with their pioneering in the world of nutritious ingredients.

“Dyson products have changed the way we style, forever. Working with the engineers now, it’s inspiring to see that they set no boundaries and leave no stone unturned when it comes to innovating solutions to our common problems. It’s what gets us up every morning,” Kathleen shared.

For more information visit www.dyson.com.au

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