Innovation | Behind the invention

The four-year investment will facilitate the opening of new beauty research labs and the development of 20 new beauty products across the next four years.

NEW YORK; October 25th, 2022. Today, Dyson commits half a billion GBP to expand and accelerate its research and technology development across its beauty portfolio, announcing plans to launch 20 new beauty products in the next four years.  Alongside this investment, Dyson also releases the results of its most comprehensive hair research study, deepening understanding of hair types, styling behaviors and perceptions of hair types and hair health around the world.  

Dyson has consistently invested in pioneering technology. Six years ago, it revolutionised hair care with the launch of the Dyson Supersonic™ hairdryer – a machine which uses fast, controlled airflow and intelligent heat control to dry hair quickly, while helping to keep hair strong and healthy. Since then, Dyson has developed a range of styling tools engineered to provide superior styles for all hair types, limiting exposure to extreme heat damage. The performance of Dyson styling tools stems from a decade of research – from the hair’s structure to airflow dynamics – while understanding the effect of thermal, mechanical and chemical damage.

Across Dyson’s four Technology Campuses, 6,000 engineers and scientists have access to hundreds of laboratories. These spaces allow for rigorous testing of new ideas and technologies 24 hours a day. For Dyson to truly understand how all hair types behave, and continue to identify better, healthier ways to style, the team develop test rigs and employ state of the art equipment. Machinery such as scanning electron microscopes, thermal cameras and airflow laser smoke machines help engineers better understand the impact of hair damage, global hair types and the effects of high-speed airflow.   

Developing technology for all hair types remains a crucial focus for the research and development teams. For too long, there has been both a misunderstanding and misrepresentation across styling tools to truly cater for different hair types, while preserving hair from heat damage. This investment will create new lab spaces to both sharpen Dyson’s understanding of global hair types and damage, while also support the continued diversification of Dyson’s beauty technology.

Understanding owners remains a central part of the Dyson design process, underpinned by hair science and research. This research and understanding informs our engineering decisions and empowers engineers to build machines that offers better styles backed by science, delivering healthy, stylish hair every day, no matter the hair type.  Dyson’s obsession with hair has led to the creation one of the largest global hair studies. This research investigates hair health, hair perceptions, habits, and attitudes towards hair styling across 23 markets and 23,000 people – enabling Dyson engineers to gain a deeper understanding of real-world styling frustrations.

Hair perceptions & hair health misconceptions:

• 7 in 10 respondents say their hair is damaged, with dandruff, hair loss and greying hair as top concerns. However, these are not damage concerns. 67% of all respondents also agree their hair is healthy, despite it being damaged.
• However, respondents seem to understand what ‘healthy’ hair looks and feels like, describing it as shiny (36%), smooth (29%) and linking it to a healthy scalp (26%).

Habits and attitudes towards styling:

• Be cautious of over-washing: Dyson global hair study reveals that 8 in 10 people wash their hair every day or once every 2 days.
• Consumers brush off post pandemic styling blues: Dyson reveals while 6 in 10 consumers shifted at-home styling habits, at least 20% have returned to their pre-pandemic routines and this continues to grow.
• 6 in 10 globally changed their hair habits due to the pandemic, styling hair less (17%) and using less hair products (9%).
• However, there’s continued diligence in basic hair maintenance and styling. Hair holding spray, moisturizing products, shine enhancers and standard conditioners are used 3-4 times a week.