Coles Best Buys item is being compared to luxury product

A $99 item from one of Australia’s biggest supermarkets is being compared to a luxury item more than eight times the price.

A $99 item from one of Australia’s biggest supermarkets is being compared to a luxury item that costs more than eight times the price.

Coles recently released the $99 Urbanworx 5-in-1 High Speed Hair Dryer as part of its regular Best Buys sales.

It comes with two drying barrels, two curling barrels and a styling brush, a similarity some shoppers claim make it a “dupe” of the $849 Dyson Airwrap.

Laila Cooke said she spotted it in the special aisle while popping into the supermarket on her lunch break, adding it was a great option for people who “couldn’t justify” splurging on the luxury version.

After taking it hope, Ms Cooke dried her hair using the hairdryer attachment, and documented her experience on TikTok.

She said she was “pretty impressed” as it didn’t feel too hot - a feature which can be damaging to hair - but said it dried her locks within three minutes.

Then she tested out the curling barrels.

After putting the attachment through its paces, she said it was “a bit harder to grab” than the Dyson. However, she did say that was expected for its price point.

“Considering I got this from my local supermarket, I am pretty impressed and would recommend,” Ms Cooke said.

Many asked whether the curls held. Ms Cooke shared a clip of her fully curled hair at midday. Then, at 4.30pm, the hair had clearly started to drop. By 6.15pm all that was left was a wave in her hair.

Coles is selling a $99 hair styling device. Picture: TikTok/@laila.cooke

Laila Cooke tested it out. Picture: [e-mail]

Meanwell, Tessa Wells said people needed to “run” to the supermarket immediately in order to get their hands on the product.

The item has been available since November 15. There is only limited stock available.

“Coles Best Buys is all about offering our customers great value on products you normally wouldn’t see sold in supermarkets – from furniture and homewares to electronics and beauty goods, while always offering competitive prices on comparable products,” a Coles spokesperson told news.com.au.

“Each week, our product range evolves with different themes, ensuring that there is always something new and exciting for our customers to discover. Available at 681 Coles supermarkets across Australia, the Coles Best Buys range is designed to offer convenience and affordability. “We reveal upcoming deals every Monday in our catalogue, so check our website for the latest updates.”

It's being compared to the $849 Dyson Airwrap. Picture: TikTok/@laila.cooke

Coles launched its Best Buys range in 2021 and is only available in-store, but not everywhere.

At the time, a spokesperson for the supermarket said it would provide a platform for emerging brands to showcase their limited edition products to a large national customer base.

“Free delivery is included across the entire range which is something we’re really proud to offer our customers, by working closely with our brand partners to get products directly into their homes sooner, at the best price possible,” the spokesperson said.

“While we want to keep the collection small to ensure we’re offering a good mix of sought-after products, we’re looking forward to expanding our existing brand partners’ range as well as working with new suppliers to continue evolving the Best Buys offer and exciting our customers with a variety of interesting products they cannot get in store.”