Dyson have announced the arrival of its Airstrait straightener to the Middle East. Coming in two colorways — Nickle Copper and Prussian Blue — the Dyson Airstrait promises wet to dry straightening with air, with no hot plates and no heat damage.

After launching in the US last year, the Airstrait straightener took social media by storm with anticipation building as to when the product would arrive in the Middle East. Customers in Saudi Arabia and the UAE can get their hands on the limited quantity before anyone else as pre-sale is now live on dyson.sa and dyson.ae.

Engineered for multiple hair types, the Airstrait can achieve a natural straight style, with body and movement, whilst maintaining the strength and healthy look and feel of their hair. The hair tress is contained by two arms, from which a precisely angled high-pressure blade of air is forced downwards and into the hair, both simultaneously drying and straight styling, with one machine.

“Having a strong understanding of how to manipulate and realize the potential of powerful airflow is fundamental to the performance of the Dyson Airstrait straightener. This expertise, which we’ve gained over the last 25 years, is what has enabled us to deliver our first wet to dry straightener, with no hot plates, and no heat damage. Delivering the ease-of-use that people love about straighteners but with high-velocity air blades, saves time, maintains hair strength and achieves an everyday natural straight style,” said James Dyson, founder and chief engineer.

Dyson has been researching into the science of style for over a decade and is investing half a billion pounds to expand and accelerate research and technology development across the beauty category. Dyson engineers have studied in detail everything from the structure of hair, to airflow dynamics whilst understanding thermal, mechanical and chemical damage — and the subsequent effects on hair health.

When hair is wet, water naturally weakens these bonds. In this state, the bonds are more elastic and can be reset as hair dries, without using extreme temperatures. By using the optimum level of heat and controlled airflow, Dyson has found a way to style hair with less damage. Styling with air allows for the creation of straight styles whilst maintaining volume and movement. Once hair is dry and aligned, the bonds are reset in different ways, locking the new style in place.

The Airstrait straightener will be available from all Dyson Demo Stores in Saudi Arabia soon priced at SR1,999 ($533).