On the 5th (local time), Hall 13 at Messe Berlin in Germany, where Europe's largest home appliance and information technology (IT) trade show, "IFA 2026," opened. Light-emitting diode (LED) masks glowing red, hair dryers, and body composition analyzers greeted visitors. On one side of the blue-themed "IFA Beauty Hub," a stylist was doing visitors' hair, while opposite stood LED masks that cover the entire face and a range of personal care devices.
Home appliance and technology corporations brought the motors, airflow control, sensors, cameras, and artificial intelligence (AI) they built in existing businesses into products that care for hair, skin, and teeth, putting them front and center at this IFA. The high-speed motors that sucked up dust in vacuums are now used to dry hair, and the cameras and sensors that assessed appliance operating environments have shifted to technology that finds gaps between teeth. The stage for appliance technology competition centered on kitchens and living rooms is widening to beauty and personal care.
Dreame, a Chinese smart appliance maker known for robot vacuums, ran a large separate booth for cleaning and smart home products while also unveiling a hair dryer, styling tools, and the LED face mask "Chrona Ultra" at the Beauty Hub. Dreame is a company that grew on the strength of high-speed digital motors, algorithms, and motion control technology. It used this IFA to show a strategy of expanding its lineup from cleaning appliances to hair and skincare based on the technology it secured in cleaning. IFA's official materials also confirm Dreame's participation in the Beauty Hub and its displays of hair care products and Chrona Ultra.
MOVA, a Chinese appliance maker that has focused on robot and cordless vacuums, also expanded its product ecosystem to personal care as well as kitchen and garden. The "Shine 10" hair dryer uses a brushless motor that spins 110,000 times per minute and a sensor that measures temperature 1,000 times per second. The high-speed motors and precision control technology that determined performance in cleaning appliances are proving competitive in devices that care for hair.
IFA Management, which organizes IFA, reflected this market shift in the show's layout. Debuting last year, the Beauty Hub was one of the experience zones within the fitness and digital health exhibition area. This year it moved into a separate large space, greatly increasing its footprint and expanding into a "Beauty Lab" experience zone.
◇ Home appliance technology goes to hair… LG's first hair dryer
LG Electronics also unveiled its first hair dryer, "LG AirDew," at this IFA. It applied the motors and sensors, airflow control, and device consolidation technology it has honed in refrigerators, washers, and air conditioners to a personal hair care product. LG Electronics said AirDew was developed with a focus on achieving fast drying while suppressing heat damage to hair.
AirDew features LG Electronics' in-house aerodynamics technology, "Triple Airfluidics." It removes up to 5.8 grams of moisture per minute. A sensor can detect the distance between the product and hair and adjust to keep hair temperature at about 55 degrees Celsius. By controlling airflow, wind speed, air pressure, and temperature together rather than relying solely on high heat, it secures drying speed while reducing hair damage.
It weighs 365 grams. Four magnetic nozzles are provided: Fast Dry, Curl Styler, Volumizer, and Smooth. When connected to LG ThinQ, users can manage usage history and download a dedicated mode for drying pet fur. If set down during use, it switches to standby, and if not used again for 5 minutes, it powers off. LG Electronics is coordinating the price and specific sales timing and countries.
◇ Vacuum tech from hair to inside the mouth… Dyson goes as far as toothbrushes
The British corporation Dyson achieved results by sequentially expanding the high-speed digital motors and fluid dynamics technology it built in vacuum cleaners to fans and air purifiers, and then to hair dryers and stylers. This time it widened the scope from "hair" to "inside the mouth."
Dyson held "Dyson Unveiled" in Berlin on the 3rd and introduced 10 new products. In addition to robot vacuums and air purifiers, it unveiled its first oral care product and a new hair styling device.
Dyson CameraJet, which combines an electric toothbrush and an oral irrigator, uses a 100,000-pixel camera to analyze 28 images per second to detect and track gaps between teeth, then sprays cleansing fluid where needed. By adding a camera and AI to the sensing and fluid control technologies honed in vacuums and air management products, Dyson created a new product category in oral care.
It is also segmenting its existing hair care business. Airsmooth, introduced in Berlin, is Dyson's first styling brush. It combines airflow, two types of bristles, and precise heat control to dry wet hair while straightening and shaping. It measures air temperature more than 100 times per second to reduce excessive heat exposure.
Jake Dyson, chief engineer at Dyson, said, "Over the past decades, Dyson has advanced its technology to help products achieve the best mechanical performance," adding, "Now we are evolving beyond hardware into an era of intelligent appliances that see, think, and respond on their own." He added, "Across products for oral care, hair, and throughout the home, we will use AI, vision systems, and Machine Learning to open an era in which products can understand their own operating environments."
According to market research firm Fortune Business Insights, the global hair styling tools market is expected to grow from $14.44 billion (about 19.45 trillion won) last year to $15.17 billion (about 20.43 trillion won) this year, and reach $22.57 billion (about 30.4 trillion won) in 2034. Europe was the largest market last year, accounting for 40.88% of the segment.