Dyson built its name on vacuums and hair dryers that cost more than most of the competition. Now it's applying the same pricing logic to the countdown to Christmas. The company entered the hair-tool market in 2016 with the original Supersonic dryer, which also launched at a premium price and helped set off a wave of similarly expensive rivals.
The company has launched its first-ever Advent calendar, a 12-drawer countdown box sold so far only on Dyson's German website for €399 — roughly $430. Behind the first 11 doors are travel-sized versions of Dyson's Chitosan and Omega hair care formulas, plus a paddle brush, hair clips, a detangling comb and a storage bag. The twelfth and final drawer holds the main event: a full, working Dyson Supersonic Travel hair dryer.
Dyson puts the total value of the calendar's contents at €551, with the dryer alone worth €299.99 at full retail — more than many competitors charge for an entire hair-styling line. The tech and lifestyle outlet T3 called the idea a genuine surprise.
"I'm not sure I've ever seen an Advent calendar include an actual hair dryer before."
T3
The Supersonic Travel itself, Dyson's compact dryer introduced earlier this year, is pitched as 32% smaller and 25% lighter than the brand's standard Supersonic. Reviews have been mixed: the Irish Times questioned whether a nearly €300 travel hair dryer was worth it, and German outlet Netzwelt noted the travel version ships with only a single attachment.
Dyson's own press release, dated Sept. 24, describes the set as a limited edition; German tech outlets didn't pick up the story in earnest until early October, once the calendars began shipping. For now, Dyson has given no timeline for bringing the calendar to the U.K. or U.S., leaving it a curiosity for German shoppers — and a case study in how far "premium" gift sets have crept upmarket, one Advent calendar at a time.