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A London blow-dry engineered to give healthier looking hair 

Dyson opens Dyson Demo Store - Beauty Lab in London.

13 January 2020

LONDON, UK. Dyson officially opens the doors to its new Beauty Lab, which is situated above the Dyson Demo Store on Oxford Street, London. The Beauty Lab is an operational salon where customers can enjoy a professional blow-dry engineered to give healthier looking hair. The Beauty Lab enables people to experience Dyson personal care technology and see the array of styles they can achieve for all hair types.

Sam Bernard, Global Engineering Director of Personal Care Category at Dyson, says, “It is critical for people to be able to experience our technology, so they can understand how it works. This space is designed with that in mind. For instance, you can book an appointment online or walk in for a styling session [subject to availability] with a Dyson beauty expert who will style your hair with our personal care technologies that work for all hair types.”

Customers will be able to book a 45-minute blow dry appointment via and can select from a menu of looks at £35:

1-    Voluminous curls

2-    Volume and body

3-    Classic waves

4-    Beach waves

5-    Waves and shapes

6-    Smooth and straighten

7-    Smooth and volumise

The Beauty Lab will display and use our portfolio of key personal care technologies, such as the Dyson Airwrap styler and the Dyson Supersonic hair dryer to achieve the styles.

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Dyson’s portfolio of key personal care technologies will be on display

Dyson Supersonic™ hair dryer

Conventional hair dryers can be bulky and difficult to manoeuvre, can blast air at very high temperatures, which may  cause extreme heat damage, all with the potential risk of hair being sucked into and trapped in the filter. Dyson engineers set out to rethink the hair dryer.

Powered by the patented Dyson digital motor V9, the Dyson Supersonic™ hair dryer uses a fast but focused airflow, is engineered for balance in the hand, is quieter than others and intelligently controls the temperature to help protect hair from extreme heat damage.

It is the result of a £50 million investment in its development, including the creation of a state of the art laboratory dedicated to investigating the science of hair. Dyson engineers spent over four years studying hair from root to tip, understanding how it reacts to stresses, how to keep it looking healthy and how to style it.

Dyson Airwrap™ Styler

Dyson engineers always start with the problem. The teams researched current styling technologies and identified what they feel to be areas for improvement. Tangled hair. Temperature damage. Size, or weak and unruly airflow.

Unlike most styling tools that rely on extreme heat to style hair, the Dyson Airwrap™ Styler uses jets of air to allow you to achieve voluminous curls, natural waves and smooth blow-dry finishes – at home.

Using Dyson’s fast, high-pressure digital motor V9, the Dyson Airwrap™ styler harnesses a phenomenon known as the Coanda effect. The effect occurs when a high-speed jet of airflows next to a surface and, due to differences in pressure caused by the surface, the air flow attaches itself to the surface. Taking advantage of this principle, Dyson’s team of aerodynamicists created a way to style hair using only air combined with heat. The result creates a natural look with a sleek finish, helping prevent extreme heat damage.

Wet-To-Dry Styling Service

In the new Beauty Lab, we offer six styling stations with professionally trained hair stylists. The stylists will offer styling advice and wet-to-dry styling services with the Dyson Supersonic hair dryer and Dyson Airwrap Styler for £35. For more information, visit

Customisation & Personalisation

The Dyson Demo – Beauty Lab provides customers the opportunity to pair their purchase of any Dyson Supersonic hair dryer with a case in a colour of their choice. The available case colours are platinum, rose, red, blue and black. Following this, customers can enjoy a free service of initial engraving into the case. This is only available in the Dyson Demo store – Beauty Lab.


The Dyson Supersonic hair dryer is available at the Dyson Demo Store at Oxford Street London or at £299.99.

The Dyson Airwrap styler is available at the Dyson Demo Store at Oxford Street London or The Dyson Airwrap styler – Smooth and Control and Dyson Airwrap styler – Volume and Shape is available at £399.99 and The Dyson Airwrap styler – Complete at £499.99.

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