ELECTRICAL

Turn up THE HEAT

These are the innovations transforming the electrical tool market, so that healthy hair is front and centre

DYSON

Electrical styling tools are evolving faster than ever. However, unlike in the past, the integrity of the hair is paramount when in comes to innovation. We speak to some of the top electrical brands to discover how they blend high performance with a kinder approach to haircare.

From the use of air in Dyson’s Airwrap Styler and BaByliss PRO’s Drying Wand, to brands like ghd and Cloud Nine, who are seriously pushing the boundaries on temperature control innovation – hot styling tools have become one of the most exciting and dynamic categories.

This increasing popularity stems in part due to social media, which allows stylists to interact and share feedback on their tools (the good, the bad, and indifferent). Consequently, clients too have become savvier when it comes to discerning the safety and efficacy of their tools.

“Everyone is much more conscious about the health of their hair now, but that doesn’t mean they’re turning away from styling tools, it’s actually the opposite”, explains Ky Wilson, BaByliss PRO Ambassador. “We have better access to information, so this means there’s a greater understanding that modern electrical tools have come a long way. The technology in today’s tools is so much more advanced and gives amazing styling results without compromising the health of the hair.”

Now professional electrical tools are, quite rightly, regarded as investments in hair health.

Revolutionising The Game

Customers and hairstylists alike now expect tools to not only heat style hair but do so without inflicting damage.What that now means for brands is that innovation is no longer an option – it’s a must to stay ahead of your competitors.

“At the heart of our research at Cloud Nine is one simple question: how can heat be used in the most effective, hair-friendly way?” shares Marie Nieuwoudt, Group Education Manager at Cloud Nine. “By studying how heat transfers from specific materials directly to the cuticle, we ensure every tool delivers the optimal temperature for each hair type. Whether hair is bleached, coloured, relaxed, or natural, our focus is on using heat at the correct temperature to not only style effectively but also support the hair’s repair journey.”

When Dyson entered the haircare market in 2016, it became part of a handful of brands that combined tech innovation, multi-functionality, and ‘safe heat’ (heat that is distributed in a way to protect strands from thermal damage).

ANTHONY GRANT

Superpowered Straighteners

According to market intelligence company Mordon Intelligence, hair straighteners account for over 80% of the European hair styling tools market, meaning it’s one of the most popular and competitive segments of the market. However, there is now an expectation that straighteners not only style your hair in a sleek manner but do so while causing minimal to no damage. So, how are brands responding to this challenge?

As well as from heat, mechanical tension can be one of the biggest contributors to hair damage. The Dyson team have responded with the Corrale™ straightener, which features flexing plates that shape to gather hair neatly, enabling more precise styling with fewer passes and significantly less heat. “To offer stylists maximum flexibility, we offer three precise heat settings to suit each client and their looks,” explains Demetri Deacon-Jones, Dyson EMEA Beauty Experience Training Manager.

“Tension damage is rarely discussed – it’s the silent villain in hair health,” agrees Alfredo De Benedictis, hairstylist and founder of styling tools brand KEEO. “The KEEO Genius Pro+ offers adjustable tension and heat control, combined with patented contoured plates that glide, rather than grip.”

Similarly reducing resistance, Revive Mode® , which is exclusive to Cloud Nine straighteners, is an innovative function that vibrates the plates on Cloud Nine’s straighteners at 8,000 times per minute. This minimises friction, drag and exposure to direct heat. “Revive Mode is now an essential in every stylist’s toolkit,” shares Marie.

Let’s Hear it for Hairdryers

Hairdryers have remained a strong category within the electric styling tools sector. But they’re not immune to concerns about excessive heat, so how is the sector responding?

Sam Johnson, Head of PR for BaBylissPRO EMEA, says, “There’s a real shift happening in the way we innovate with electrical styling tools. It’s no longer just about high heat -it’s about how heat is delivered. One of the most exciting developments is the use of controlled airflow. By refining how air is concentrated and directed, we can achieve better styling results with less heat.” The new BaBylissPRO Drying Wand is a perfect example of this - an innovative tool featuring patented air guides that optimise airflow for faster drying.

At Paul Mitchell, innovation similarly starts with the stylist in mind. “The Neuro® + Hair Dryer is engineered with advanced NeutraHeat™ Technology and a high-speed digital motor that delivers fast, consistent airflow with less reliance on extreme heat, helping to protect hair integrity while enhancing shine and smoothness,”shares Victoria Panting, Technical Educator at Paul Mitchell. Its SmartSense+ microchip monitors heat 1000 times per second for precise temperature control, while the ion generator neutralises frizz for visibly healthier results. “It’s also packed with stylist-friendly features like auto-pause, a memory function, and magnetic attachments designed to streamline salon work,” adds Victoria. “And its lightweight, foldable design, it’s just as powerful in the salon as it is on the go.”

DAFYDD THOMAS, AMY SONTAE, GRANT WILLIAMS, TILLY PENN AND RHEANNA WOOD FOR GHD

The focus on hair health is strong at Diva Pro too. Its Atmos 2 hairdryers utilise the latest BLDC brushless digital motor technology, delivering exceptional air pressure and volume while operating quietly and efficiently. “This innovation shifts styling focus towards powerful airflow rather than relying solely on heat, promoting faster drying with less heat damage,” shares Chris Equi, Diva Pro Styling Senior Designer. The lightweight design and noise reduction features enhance comfort for prolonged use. The pro brands we spoke to all confirmed that their hairdryers all undergo comprehensive testing, including airflow measurement, heat output control, noise level evaluation and durability assessments such as switch reliability and drop resistance – all designed to make a hair professional’s life easier and allow the finish their hair creations deserve.

MICHELLE SULTAN FOR BABYLISSPRO

Brands are constantly adapting to stylists needs. Take the new Whosewood Couture, where one cable works with all its appliances, making travel lighter and setup faster – ideal for freelance and session stylists – plus in the salon, it keeps work surfaces clear, with just one cable. The brand is making innovative moves with its hairdryers too. “Traditional dryers have always been limited by switch manufacturers, resulting in just three heats and two speeds,” explains Neil Robson, founder of Whosewood Couture. “But Whosewood dryers feature ergonomic, intuitive dials offering 11 heat and speed settings – giving you more control than ever before. Like Goldilocks, you’ll always find a setting that’s “just right” – not too hot, not too cold, not too fast, not too slow.”

High-Tech Curling Tools

Once considered an optional add-on in electrical styling tool hierarchy, curling tools are now considered an essential. Curls and loose waves have been trending for a number of years, coupled with the fact that there have been some exciting innovations within this sector. Excitingly, one such innovation is AI. “At ghd we are strategically integrating AI to enhance consumer experiences, education, and personalised recommendations - while staying true to our craft,” states Jeroen Temmerman, ghd CEO. “AI plays a strategic role in our new curl finder quiz, by helping users discover their desired curl look, but the essence of our brand remains rooted in real beauty. Authenticity remains at the heart of our brand, and we are committed to using real models and professional stylists across all campaigns and touchpoints.” ghd’s new chronos curve range features four new pro curlers to give a full range of looks, and its exciting new curl finder quiz is the perfect consultation and retail tool for stylists to use with their clients to find their tool of choice. And the real win? The range claims no extreme heat damage1 .

Similarly, Alfa Italia’s Tropea Multi-Curl & Multi-Wave Stylers use Titanium, the perfect material for delivering heat into the hair with an ultra-smooth surface that makes for silky curls. Titanium also heats up faster and holds heat consistently, compared to ceramic plates. As it is naturally ionic, this means no frizz and fly-aways.

Smarter stylers, cleverer curlers and high-tech hairdryers? We’re here for it.

ELLE FOREMAN

1 Extreme heat is any heat treatment causing fractional wet tensile strength reduction per cycle greater than 0.001, measured over at least 100 cycles on brown Caucasian hair (a "Strength Reduction"). Extreme heat damage is a Strength Reduction of more than 0.005