Dyson has launched a new haircare line featuring chitosan, a fungal ingredient derived from oyster mushrooms, aimed at reducing frizz by up to 50%. Priced at £50 for 100ml, the new styling cream and serum utilize the delicate yet strong properties of chitosan to provide a flexible hold while maintaining hair's natural movement. Each product contains the equivalent of up to eight oyster mushrooms, reflecting Dyson's commitment to innovative beauty solutions. Chief engineer James Dyson emphasized that unlike traditional hair products that bond strands together, their formula creates flexible bonds for enhanced hold and shine. This launch aligns with a broader trend of incorporating mushrooms into wellness products, which has prompted scrutiny from consumer advocacy groups regarding the efficacy of such claims. Dyson's venture into the beauty market follows its history of technological innovations, including the famous Supersonic hair dryer.