It’s no secret that James Dyson is a clever man. After founding the Dyson brand in 1991, he dominated the household appliances market with his ‘say goodbye to the bag’ vacuums that promised no loss of suction.

Then, a few years ago, Dyson switched to the world of haircare, a market that reached nearly £2 billion in the UK last year. No doubt accelerated by TikTok convincing us we can get a salon look at home, high-end hair products have been on the rise. But Dyson was the first to really test the ceiling on how much people were willing to spend when the Airwrap launched in 2018.

The Dyson Airwrap, with a retail price of up to £479, became a status symbol. If somebody owns one of these hair stylers, you know about it. They’ll undoubtedly tell you why you need one and promise it’s wort

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