By Arissa Ha - published
Since Dyson disrupted the beauty industry in 2016 with its revolutionary Supersonic hair dryer—a device that prioritised hair health over drying efficiency—the brand has become synonymous with engineering excellence. Today, Dyson is poised to transform the industry once again with its Chitosan range. This new line marks a significant departure from electronic devices, diving deep into the realm of bioengineering.
Kathleen Pierce, Global President of Dyson Beauty
We spoke to Kathleen Pierce, the Global President of Dyson Beauty, about the company’s evolution and its latest groundbreaking venture. Dyson has long been celebrated for challenging norms and setting new standards with products like the Supersonic, Airwrap, Airstrait, and Corrale. However, the Chitosan range represents its inaugural journey into ‘wet line’ products—hair care formulations applied before styling.
“Dyson, fundamentally an engineering-first company, has always been comfortable being uncomfortable. We like being challengers. We like looking at spaces that have been fairly nascent and then deciding how we can upend them and disrupt them,” says Pierce.
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Pierce shares that Dyson’s approach to beauty leverages a deep understanding of hair science established long before the introduction of their first device: “We actually started studying hair science with chemical engineers for the past 12 years. We’ve been in the business of understanding hair because you can’t develop a device that has a fundamental mission of reducing hair damage and promoting hair health unless you understand what causes the damage, how hairs react to certain situations.”
On the subject of the new Chitosan range, Pierce notes, “It was a natural extension for us, quite frankly, to leverage the intel and science we had to extend into the wet line.” She adds, “Most styling products work by using simple polymers that glue the hair strands together. So we recognised that styling products out there are actually creating damage to the hair. How could we create something that was going to be soft and flexible to touch, but actually have inherent strength to retain the style?”
Dyson’s Chitosan Post-Style Serum
The development of the Chitosan range is the fruit of a five-year project grounded in Dyson’s extensive research and innovation capabilities. The range features chitosan, derived from oyster mushrooms, known for its durability and flexibility. This ingredient supports Dyson’s patented Triodetic Technology, which introduces a revolutionary method of hair styling.
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Pierce elaborates on the unique approach of the technology: “Unlike traditional products that use simple polymers to essentially glue hair strands together, resulting in stiffness and potential damage, our Triodetic Technology creates flexible, durable bonds between hair strands, enhancing style retention without the crunch or damage.”
Dyson’s engineers have reenvisioned the formulation process through their robust engineering principles. The Chitosan range includes a precision dosing system that ensures consistent application—a response to the common challenge of product overuse that leads to weighed-down hair. The meticulous design extends to the packaging, which is not only refillable but also integrates NFC technology to provide users with product information and tutorials through a simple smartphone tap.
Dyson’s Pre-Style Cream comes in four variants
The range offers four variations of the Pre-Style Creams, each tailored to different hair types and needs, from light conditioning formulas for straight to wavy hair to richer options for curly to coily hair. Each formula is optimised for specific hair structures, ensuring nourishment without heaviness. Additionally, the range includes a Post-Style Serum designed to seal in styles and add a finishing touch of hydration and shine. This serum acts as a protective barrier against humidity and environmental stressors, helping to maintain the hairstyle’s integrity and vibrance throughout the day. It’s formulated to work seamlessly across all hair types, providing a lightweight, non-greasy finish that complements the initial treatment offered by the Pre-Style Creams.
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As Dyson continues to merge its engineering expertise with scientific innovations in beauty, the outlook is promising. “We are constantly looking for ways to improve and innovate, ensuring that our solutions are sustainable and effective,” says Pierce.
With plans to further expand their product line, Dyson Beauty is not just transforming hair care—it’s reshaping the beauty industry, continuing the legacy of innovation it began with the Supersonic.