# Dyson unveils new straightener and first-ever dryer brush The company expands its haircare lineup with two innovative styling tools. - **Source:** [Mashable](https://brifing.si/source/3cd6d1d0-9c29-4750-8bc9-f2afefb52505) - **Published:** 2026-09-03 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/0b221246-8495-4570-8328-b651618b13ce ## Dyson's new haircare products Dyson introduced two new haircare products at its September 3 launch event. The AirSmooth dryer brush and Corrale CoolShine straightener represent the latest innovations in the company's styling technology. These products aren't yet available but will launch in September. This expansion strengthens Dyson's presence in the personal care market, building on the success of its Airwrap and Supersonic hair dryer. ## AirSmooth dryer brush features Dyson's first dedicated dryer brush, the AirSmooth, will retail for $249. It features PivotFlex technology and anti-snag bristles that flex up to 90 degrees, with an open base for optimal air diffusion. The intelligent heat control system monitors temperature 100 times per second, while universal voltage support makes it travel-friendly. These features differentiate Dyson from competitors in the crowded dryer brush market. ## Market comparison The dryer brush market includes competitors like Revlon One-Step, T3 AireBrush, and Drybar Double Shot. While Revlon offers an affordable option, T3 and Drybar's models are priced around $150. Dyson's $249 price point targets the premium segment, though competitors have historically dropped to near $100 during promotions. This pricing strategy reflects Dyson's positioning as a technology leader in haircare. ## Corrale CoolShine straightener The Corrale CoolShine straightener will launch at $329. Unlike the 2020 cordless model, this version features a cord for continuous power. Its standout feature is the cooling attachment with heat-extracting pipes that immediately cool hair after styling. This innovation reduces heat damage while helping styles last longer, combining the benefits of the original Corrale with newer cooling technology. ## Technological differentiation Dyson's new products stand out through technological superiority. The AirSmooth's PivotFlex system and Corrale CoolShine's cooling technology demonstrate the brand's R&D investments. The heat control system that monitors temperature 100 times per second provides significant hair health benefits. These innovations aim to maintain Dyson's leadership in the premium haircare market. ## Pricing strategy Dyson's pricing reflects its premium positioning. The AirSmooth at $249 and Corrale CoolShine at $329 are competitively priced within the high-end market. For comparison, the original Corrale currently retails for $539.99 (on sale at $399.99). The new models' prices seem reasonable considering their technological advancements and Dyson's brand equity in professional haircare solutions. ## Consumer expectations Dyson's haircare products target consumers seeking professional results at home. The price-performance ratio matters to premium buyers, especially with features like universal voltage support for frequent travelers. Dyson promises to simplify personal care routines while delivering salon-quality results, appealing to time-pressed professionals who value both performance and convenience. ## Market impact Dyson's new product launches will energize the premium personal care market. These technologically advanced tools may push competitors to accelerate their own innovations. By offering professional results while protecting hair health, these devices could expand the at-home haircare market. Dyson's move may influence future trends in personal care technology, setting new standards for performance and hair protection. ## Sources covering this story - https://mashable.com/life/dyson-corrale-coolshine-airsmooth-dryer-releases — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._