Prepare to be obsessed. Dyson, the trusted brand behind powerful vacuums, hand dryers and heaters, is officially getting into the beauty game with its first-ever hair dryer that aims to protect your hair.
While it doesn’t debut — exclusively at Sephora — until September, the tool already has the support of Jen Atkin, the Kardashians’ beloved hairstylist.
“Dyson is such a trustworthy brand, I know that anything they create will be a game changer,” Atkin exclusively tells Us Weekly. “So before I even knew anything about it, I knew this dryer would be great. Plus the aesthetic is so gorgeous. $71 million in innovation is enough for me.”
Indeed, Dyson invested eight figures into creating the perfect hairdryer, which is designed to balance in the hand while using a “fast-yet-focused” temperature-controlled airflow — a crucial component for the company’s founder, Sir James Dyson.
“Hair dryers can be heavy, inefficient and make a racket,” Dyson shared in a statement. “By looking at them further, we realized that they can also cause extreme heat damage to hair. I challenged Dyson engineers to really understand the science of hair and develop our version of a hair dryer, which we think solves these problems.”
That said, innovation doesn’t come cheap. The Dyson Supersonic, which includes three attachments and features four heat settings, will retail for $399 when it becomes available in the fall.
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