Chitosan: Dyson unveils new $89 product that ‘no one saw coming’

After spending almost $1bn developing a range of new products, Dyson’s latest release is a move even experts “didn’t see coming”.

Dyson has unveiled the “next step” in its $885 million plan to fix the beauty industry – and it’s one no one saw coming.

The tech giant, famed for creating the bagless vacuum and bladeless fans, has announced its first ever hair styling products to go hand-in-hand with its growing range of hi-tech beauty devices.

The unexpected foray into the haircare market comes as part of the British firm’s $885m investment in 20 new beauty products, all aimed at fixing common problems found within the global industry, estimated to be worth around US$532 billion (A$808b), according to Forbes.

In true Dyson style, the new Chitosan hair styling range – named after the “hero ingredient” within the formulation that is derived from oyster mushrooms – has been created by a team of expert engineers.

Dyson has unveiled the ‘next step’ in its $885m plan to fix the beauty industry. Picture: Supplied

The result is a “wonder product” billed as having “flexible all-day hold” that doesn’t set hair with the all-too-familiar crunchy finish.

“Whilst some other styling products use simple polymers that stick the strands of hair together like glue, Dyson’s formulas work differently,” the brand’s Founder and Chief Engineer James Dyson said.

“When used in Dyson Chitosan formulas, the complex macromolecule helps create flexible bonds that support hair strand by strand, for 2x the hold, with movement and shine,” Mr Dyson said.

There are two products in the range, a “pre-style cream” that primes, holds and conditions hair, and “post-style serum” which holds, hydrates and defines.

Each has four different variants each tailored to different natural hair shapes and conditioning preferences, for the best possible results, the global tech giant said.

The tech giant has launched Chitosan, a range of wet styling products, that doesn’t set hair with the all-too-familiar crunchy finish. Picture: iStock

Dyson unveils ‘next step’ in its $885m plan to fix beauty industry. Picture: Supplied

“Hair is unique. We found through research that not one formula can do it all,” an ingredient scientist for the company Naomi Simpson said.

“Adapting the levels of polymers and emollients in each variant, using lighter oils such as grape seed oil for the light variants, and richer oils like argan oil in the rich variants, personalises the formulas to your specific needs.”

Both retail for $89 but refills are available at $79 as the products are housed in recyclable outer packaging that Dyson said it “built to last”.

It’s not the only snazzy detail about the bottle beauty aficionados will enjoy, with the product containing a “Dyson-engineered precision applicator” that has been rigorously tested to deliver the precise amount of cream or serum needed.

An exact 0.22ml is dispensed every time, which Dyson reckons helps prevent product wastage or overuse.

Many beauty experts have been surprised by the launch of the British brand’s first non-device. Picture: Supplied

The tech-giant said it developed the wet line styling products using its extensive research into hair science that began during the creation of the Dyson Supersonic hair dryer ahead of its launch 8 years ago.

Since then, Dyson has gone on to “disrupt” the beauty industry with its release of the AirWrap styler followed by the Corrale cordless straightener, all of which were designed to “find solutions” to everyday hair problems using air technology it had initially crafted for its vacuums and air purifiers.

Most recently it announced an update on its OG hairdryer, the Nural, which contained an array of new features including scalp care and “pause detect” which recognised when users momentarily place the device down and eliminates the need to constantly switch it on and off.”

It also launched the AirStrait, a wet to dry straightener that only uses air, reducing the risk of heat damage by eliminating hotplates.

At a secret launch of the Chitosan range in Sydney, beauty experts were surprised by the brand’s “next step”, with many in the room expressing their shock.

“Did not see that coming,” one well-known beauty influencer was overheard stating.

“No way, this is so cool, now Dyson has all our hair care needs sorted,” another said.

‘Did not see that coming.’ Picture: Supplied

But Dyson isn’t done with its beauty releases just yet, as the tech firm previously revealed there would be a staggering 20 new products coming between 2023 and 2026, as part of a $885m plan to fix common industry problems.

“We have already invested well over £100 million ($A176m) into hair laboratories and our latest £500 million ($A885m) investment will create new lab spaces to sharpen our understanding of all global hair types and damage, which helps to inform the beauty technology we are developing,” Mr Dyson told news.com.au’s The Beauty Diary last year.

“We want to maintain healthy hair by helping to protect against excessive heat damage,” he said.

“Using extreme heat to style hair, as some conventional technology does, can cause irreversible damage.”

Originally published as Chitosan: Dyson unveils new $89 product that ‘no one saw coming’