Dyson’s first wet-to-dry straightener has been designed to overcome problems of traditional heat-based devices, and resolve consumer pain points such as styling time, says the global tech firm.

Following its introduction in the US last May, the Dyson Airstrait straightener had been rolled out in South Korea and China, and recently in the EMEA region. Singapore is the first market in South East Asia to retail this device from February 29, 2024.

According to Vijeta Ramachandran, Design Manager at Dyson, the straightener is aimed at addressing the frustrations most associated with consumers’ pursuit of a natural straight hairstyle, which are namely styling time and hair damage.

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