Dyson Launches New $399 'Supersonic' Hair Dryer

Dyson just launched a dryer so powerful that it comes with a special rubber mat to prevent it from flying off the counter. Oh, and it’s $399.

Four years in the making — and involving 103 engineers, over 1,000 miles of test hair, and a $71 million investment — the Dyson Supersonic is being touted by its inventor as “the hairdryer rethought.”

Read More: A Smart Belt? High-Tech Clothes Go Casual at CES

For Subscribers

FOR SUBSCRIBERSCBP leaders cut out of Trump ad buy decision

FOR SUBSCRIBERSAmerican passenger drafted goodbye texts to her family as Flydubai plane plummeted

FOR SUBSCRIBERSCornell rape allegation pushes embattled New York prosecutor into national spotlight

FOR SUBSCRIBERSAbdul El-Sayed tries to woo MAHA voters as Democrats seek inroads with RFK’s supporters

FOR SUBSCRIBERSKratom-like substances are popping up in a typically benign supplement

FOR SUBSCRIBERSGOP super PAC increases its spending for Sen. Jon Husted in tough Ohio race

FOR SUBSCRIBERSRecords reveal tumultuous marriage between slain New York Times executive and wife

FOR SUBSCRIBERSFrom clean energy warrior to ‘wall of shame,’ James Talarico reverses on a fossil fuel money pledge

FOR SUBSCRIBERSCongressional staff planned official trip with luxury stops in Italy and France weeks before election

FOR SUBSCRIBERSA harrowing ordeal aboard an Israel-bound plane

FOR SUBSCRIBERSOpenAI CEO Sam Altman to skip congressional hearing on rogue AI agents

FOR SUBSCRIBERSKey DOJ lawyers departed Trump ‘grand conspiracy’ probe amid pressure to produce, source says

FOR SUBSCRIBERSTrump’s new AI chatbot often links to a site launched under Clinton 26 years ago

FOR SUBSCRIBERSAt MAHA summit, industry CEOs the movement once vilified take the stage

FOR SUBSCRIBERSThis Paralympian has two goals: Win medals and give away $500,000 to her teammates

“We realized that hair dryers can cause extreme heat damage to hair,” said billionaire entrepreneur and company founder Sir James Dyson in a press release. “So I challenged Dyson engineers to really understand the science of hair and develop our version of a hair dryer, which we think solves these problems.”

The innovative hair dryer can be reserved online and will be sold exclusively at Sephora for $399, starting this fall. A $450 limited edition that comes with a chestnut-brown hand-finished leather case "designed by James Dyson himself" sold out online within hours.

For Subscribers

FOR SUBSCRIBERSCBP leaders cut out of Trump ad buy decision

FOR SUBSCRIBERSAmerican passenger drafted goodbye texts to her family as Flydubai plane plummeted

FOR SUBSCRIBERSCornell rape allegation pushes embattled New York prosecutor into national spotlight

FOR SUBSCRIBERSAbdul El-Sayed tries to woo MAHA voters as Democrats seek inroads with RFK’s supporters

FOR SUBSCRIBERSKratom-like substances are popping up in a typically benign supplement

FOR SUBSCRIBERSGOP super PAC increases its spending for Sen. Jon Husted in tough Ohio race

FOR SUBSCRIBERSRecords reveal tumultuous marriage between slain New York Times executive and wife

FOR SUBSCRIBERSFrom clean energy warrior to ‘wall of shame,’ James Talarico reverses on a fossil fuel money pledge

FOR SUBSCRIBERSCongressional staff planned official trip with luxury stops in Italy and France weeks before election

FOR SUBSCRIBERSA harrowing ordeal aboard an Israel-bound plane

FOR SUBSCRIBERSOpenAI CEO Sam Altman to skip congressional hearing on rogue AI agents

FOR SUBSCRIBERSKey DOJ lawyers departed Trump ‘grand conspiracy’ probe amid pressure to produce, source says

FOR SUBSCRIBERSTrump’s new AI chatbot often links to a site launched under Clinton 26 years ago

FOR SUBSCRIBERSAt MAHA summit, industry CEOs the movement once vilified take the stage

FOR SUBSCRIBERSThis Paralympian has two goals: Win medals and give away $500,000 to her teammates

Read More: TV Manufacturers Search for the Next Big Thing at CES

Naturally, the Twitterverse was all aflutter with strongly worded opinions on a hair dryer that costs more than a haircut. “You are bonkers spending £50 million developing this!” wrote one. “For £299 I would expect it to be cordless — and come with a stylist!” opined one Brit on Facebook. Detractors were silenced by Dyson devotees who compared the upmarket hair appliance to similar luxury products like Beats headphones or an Apple Watch.

One Facebook commenter suggested a simpler method for solving the age-old problem of wet hair: “Use a towel. It's even quieter and cheaper.”