The Dyson Airwrap launched in October 2018 as a $549.99 premium hair styling tool using air flow instead of extreme heat to curl, wave, smooth, and dry hair. The device became a viral sensation on YouTube and Instagram, with beauty influencers demonstrating the Coanda effect wrapping hair around barrels automatically.
Engineering Meets Beauty
Dyson applied its air-flow engineering expertise (from vacuums and bladeless fans) to hair styling. The Airwrap used Coanda effect—high-velocity air creating low-pressure zones that attract and wrap hair around barrels—to curl hair with minimal heat damage (max 302°F vs. traditional curling irons at 400°F+).
The system included multiple attachments: 30mm and 40mm barrels (for different curl sizes), smoothing brushes, and drying attachments. Users could curl, wave, smooth, or volumize hair with one device. The magnetic attachments snapped on/off easily, and Cool Shot button set styles.
YouTube exploded with Airwrap tutorials and reviews—videos comparing results to traditional tools, demonstrating techniques, and debating whether $550 was justified. Beauty YouTubers with millions of followers drove viral awareness, creating multi-million-view haul videos.
Luxury Hair Tool Market
At $550 (later $599.99), Airwrap cost 5-10x more than traditional stylers but promised healthier hair through reduced heat. The device sold out repeatedly at launch, with waiting lists and secondary market markups. Dyson’s premium branding (Apple of appliances) justified luxury pricing.
The Airwrap Complete set ($599.99) became gift-giving status symbol—Mother’s Day, Christmas, birthdays. Knockoffs flooded Amazon ($50-$150), attempting to replicate Coanda effect with varying success. Dyson sued manufacturers for patent infringement.
Airwrap 2.0 (2022) added re-engineered attachments, better heat control, and compatibility with original model. By 2023, Dyson’s hair care category (Airwrap, Supersonic dryer, Corrale straightener) generated over $500 million annually, proving tech companies could disrupt traditional beauty markets.
Sources: The Verge Airwrap review, Vogue Airwrap phenomenon, Bloomberg Dyson hair revenue