Cheerleaders, pageant queens, “Queer Eye” host Jonathan Van Ness and even Golden Retrievers are all part of the cult of the $600 Dyson Airwrap. But not everyone thinks it’s worth it.
The U.S.—land of pageants, cheerleaders, Hollywood, and, now, self-care and YouTubers—has always been a hotbed of perfectly groomed hair. So it’s perhaps no surprise that this is one of the top markets in the world for Dyson’s latest phenomenon, the Airwrap, a hybrid hairdryer-curler tool that delivers salon-ish blowouts and waves at home and costs an eye-popping $600. Even at that prohibitive price, the Airwrap, launched in 2018, continually sells out.
To “Airwrap” has become a verb. On TikTok, a seemingly endless stream of Airwrap-focused videos—from tutorials to takedowns—have been viewed over four billion times. Airwraps are adored by the predictable celebrity and influencer types, but they’re also used by dog owners eager to give their Golden Retrievers barrel curls. Horses, babies and luscious-locked “Queer Eye” star Jonathan Van Ness have all gotten the Airwrap treatment.
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