LG AirDew Hair Dryer unveiled at IFA 2026
Trademark application filed in June
Hair temperature capped at 55 C for damage-free drying
South Korea launch first, then global rollout
LG set to compete with Dyson in premium hair care
LG Electronics made a surprise product reveal at IFA 2026, Europe's largest consumer electronics fair, unveiling the LG AirDew Hair Dryer — a device the company hopes will help it carve out a presence in the premium hair care market long dominated by Dyson.
The new beauty care product made its unexpected debut Friday (local time) at the show in Berlin, drawing attention with its promise of fast drying without damaging hair.
According to Korea Intellectual Property Rights Information Service (KIPRIS), LG Electronics filed a trademark application for "AirDew" in June and is awaiting examination — a step widely seen as preparation for a full commercial launch.
The AirDew Hair Dryer uses an aerodynamic system that calculates airflow volume, speed and pressure to dry hair quickly and gently even at low temperatures. A built-in sensor automatically detects the distance to the hair and maintains its temperature at 55 degrees Celsius, reducing heat damage while speeding up drying time.
When set down, the dryer automatically switches to standby mode and shuts off entirely after five minutes of inactivity to prevent energy waste.
The device also connects to LG ThinQ, LG Electronics' smart home platform, allowing users to track their usage history and download a dedicated pet mode for use on animals.
The launch raises the question of whether LG Electronics can close the gap with Dyson, which has long held a commanding lead in the premium hair care segment.
Dyson entered the market a decade ago with the Dyson Supersonic Hair Dryer in 2016, at a time when many doubted consumers would pay a premium for a hair dryer. The product has since become a cornerstone of Dyson's lineup, with the company consistently releasing new models built around motor innovation.
LG Electronics plans to release the AirDew Hair Dryer in South Korea first, followed by a phased rollout in global markets.
"As you can see with washing machines and dryers, generating airflow with a motor is exactly what LG Electronics does best," an industry official said. "We expect to see real competition between LG and Dyson in the hair care market going forward."
jeongwan@heraldcorp.com
