Hair tools have gone luxe: 4 versatile styling products from Dyson’s Airstrait and Zuvi’s Halo, to Shark’s FlexStyle – used by Kim Kardashian’s stylist to create her Met Gala look

Jun 24 , 2024

Looking for a stylish finish for your hair without damaging your locks? Style recommends these four products, from Dyson to Shark. Photos: Handout

Dyson launched its first supersonic hairdryer in 2016 while GHD, known for its straighteners, has become popular for hairdryers – brands such as Zuvi and SharkNinja also entered the fray

Consumers now want fast drying, efficient styling and great results while also preserving their scalp and hair health – and sustainability also matters, say experts

There was a time when people would balk at spending more than US$100 on a hair dryer, but that has changed quickly as the luxury hair tool market heats up.

For years the category was dominated by trusted consumer brands like Revlon and Panasonic, but newer names are giving these stalwarts a run for their money thanks to their cutting-edge technology, chic design and high-performance products.

“Consumers have higher expectation of their hair tools. They want fast drying, efficient styling, great results and, at the same time, want to preserve their scalp and hair health. Hair tools now consider these aspects to become more intelligent,” says Ying Wang, senior engineering manager at Dyson Beauty.

Dyson, which made its name with their hi-tech vacuums, revolutionised the hair tools industry when it launched its first supersonic hairdryer in 2016. The product showcased the company’s specialised air flow technology, which promised faster hair drying times and a smoother finish, along with added protection from heat and other potential damage.

Since then, the company has rolled our multiple products, from its popular Airwrap styling tool, whose hashtag has over four billion views on TikTok, to its latest hairdryer, the Supersonic Nural, which features new sensor technology that automatically reduces temperature and air flow to protect the hair and scalp.

This has prompted a host of other companies to invest in more research and technology, giving customers a variety of options that cater to different needs.

Dyson released its first supersonic hairdryer in 2016

“Consumers are more accepting of the value of technology today and are looking for solutions using less electricity and energy. It’s about sustainability,” says Andrea Clark, a certified trichologist based between Melbourne and Hong Kong.

“The need for ease – in terms of finish and styling – as well as handling of the product is also a big trend. We have always spoken about the effect of hair tools on the hair itself, but now there’s a focus on scalp health too,” she says.

To meet these demands, the latest products to come to market balance efficiency with hair protection. Zuvi, a popular Chinese brand, offers hairdryers with light technology to preserve the condition of hair and scalp, while SharkNinja, a popular vacuum brand based in the US, has also made headlines with its airflow technology and multipurpose tools. GHD, which was the go-to brand for hair straightening tongs, is now equally popular for its hairdryers that create a powerful airflow as high as 120kmh.