Dyson forays deeper into beauty market with ‘Dyson Chitosan’ range

Electronics, appliances, and hair tools brand Dyson has forayed deeper into the global beauty market and will soon launch its first line of hair styling products in India as the British business expands its research capabilities into ingredient science.

“Whilst some other styling products use simple polymers that stick the strands of hair together like glue, Dyson’s formulas work differently,” said the business’ founder and chief engineer James Dyson in a press release. “When used in Dyson Chitosan™ formulas, the complex macromolecule helps create flexible bonds that support hair strand by strand, for two times the hold, with movement and shine.”
 
Chitosan is a molecule derived from shellfish which is used as a supplement and in some packaging solutions. Through its research, Dyson has sourced a version of ‘chitosan’ from oyster mushrooms to give its new hair styling product range its signature “flexible hold.”
 
“We want to take the guesswork out of styling,” said Dyson’s head of education Amy Johnson. “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 Dyson Chitosan™ formulations range will be available in India soon and will work together with its Dyson Airwrap hair styling tool and Dyson Supersonic hairdryer, already available in the market. The Chitosan range comprises a pre-style cream and post-style serum, both designed for a range of hair types.