Syncly Social Index
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Hair
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Air stylers on video, September 2026
What is air stylers?
An air styler is a hair tool that dries and styles with directed airflow instead of a hot plate or barrel. Its attachments pull hair around a barrel or smooth it under tension, so one tool can curl, wave, smooth and blow-dry. The Dyson Airwrap made the category popular; Shark FlexStyle, Dyson's Airsmooth and Airstrait, and lower-priced alternatives followed.
On social video the category is discussed two ways: as a salon blowout at home, and as a price question: whether the Airwrap is worth it or a cheaper tool does the same job.
Share of category videos by month
Monthly share of category videos that mention the term.
Top videos
The most-viewed videos mentioning the term this month.
Which brands own the conversation
Share of the term’s videos that mention each brand.
Most-mentioned products
Products named most often alongside the term.
| Product | Videos |
|---|---|
Dyson Airwrap (incl. i.d.) | 1,019 |
Shark FlexStyle (incl. IonCurl) | 342 |
Dyson Airsmooth | 301 |
Dyson Airstrait | 158 |
Shark FlexStyle IonCurl | 71 |
Dyson Supersonic | 59 |
Shark Glam (air styler) | 55 |
Revlon One-Step | 41 |
Bondi Boost Blowout Brush | 6 |
Said in the video, not the caption
How often the term is only spoken or shown on screen, with no caption or hashtag mention.
How creators explain it
What videos say when they describe the trend.
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Hooks that open the videos
The opening line or visual each video uses, with an example for each hook type.
What this means for marketers
Launches set the calendar
Dyson Airsmooth went from almost no mentions to 301 videos in its launch month, and Shark's IonCurl added 71. Brand accounts hold 4 of the top 8 videos, led by Shark UK's IonCurl ad at 3.7M views.
Results outperform unboxings
Unboxing, gift and launch framing is the largest angle (32% of sampled videos) but has a 628K median. Salon-blowout-at-home framing had the highest median of any angle, 1.0M.
Proof on textured hair travels
Hair-type framing is only 7% of the sample, with a 959K median. One creator's Airsmooth tests on 4A curly hair reached 2.7M and 1.7M views.
Price doubt is its own genre
Dupe and price comparisons are 14% of sampled videos with a 969K median, and a targeted search found 83 videos questioning value. Brands should expect to be compared on price in every launch cycle.
Room for challengers
Outside Dyson and Shark, no brand reaches 4% of air-styler videos. Price-led challengers are part of the dupe conversation but rarely named.
Shopping links are rare
26% of TikTok air-styler videos are sponsored, but only 12.5% of sampled videos include a shopping call to action.
What skeptics say
Creators pushing back on the trend, with links to each video.
