Dryer brushes outpace Airwrap online as Cloud Nine expands Air range

Analysis

Tools continue to set the UK agenda. Cloud Nine has expanded its Air collection with three new hair dryers, positioned around helping shoppers pick the right model for their hair type ^[1]. Competition on price is sharpening: Shark has taken £40 off a dryer marketed on "stops frizz" and "salon hair every day" claims ^[2], while Which? has rounded up the best Dyson deals for September 2026 ^[3]. The Independent has been testing Dyson's cheapest hair tool to judge whether it outperforms the Airwrap ^[4], and a £70 TYMO hair dryer brush has drawn reviewer attention at the value end ^[5]. Travel-friendly formats are also in play, with a dual-voltage dryer praised as genuinely lightweight and compact enough to pack ^[6]. On the supply side, TIMELAB says its OEM/ODM straightener reaches 200°C at all three measured points within 15 seconds, a signal of where own-label heat-tool specs are heading ^[7].

Demand data supports the brush-led story. UK search interest in "hair dryer" averaged 45/100 over the last three months and sat at 42/100 in the week of 14 September ^[8], well ahead of "dyson airwrap" at 26/100 average and 21/100 that week ^[9]. On YouTube, "Hair Dryer Brush Review" uploads from the past fortnight drew 363,598 views across nine videos, versus 74,639 across three Airwrap reviews and 17,212 across nine Shark FlexStyle reviews ^[10][11][12].

In hair care itself, Olaplex has named a new chief executive ^[13] against UK search interest of 14/100 ^[14]. WWD reports momentum behind French prestige hair care ^[15], while Vogue examines silk press access in a Black hair-care desert ^[16].