What's happened
Dyson is set to launch a new hair styling product featuring fungal chitosan, derived from oyster mushrooms, claiming to reduce frizz by up to 50%. This innovation follows the company's previous successes in the beauty market, including the Airwrap and Supersonic hairdryer.
Why it matters
What the papers say
According to Zoe Wood in The Guardian, Dyson's new product harnesses the power of fungal chitosan, claiming it provides 'twice the hold, with movement and shine.' However, consumer group Which? cautions that while mushroom products may have potential benefits, 'there isn’t enough evidence yet to suggest they work.' Meanwhile, Daisy Lester from The Independent highlights the competitive landscape, noting that Shark's Flexstyle offers similar functionality at a significantly lower price, making it a strong alternative to Dyson's offerings.
How we got here
Dyson has been expanding into the beauty sector since 2018 with products like the Airwrap. The company aims to differentiate itself by using unique ingredients, such as fungal chitosan, to enhance hair styling effectiveness.
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