Infrared light can dry hair up to 30% faster using less energy and heat. [Ad content from L'Oreal]

L'Oreal is disrupting a century-old hair drying technology with the introduction of the AirLight Pro, a device developed in partnership with drone technology startup Zuvi. Traditional hair dryers rely on energy-inefficient convection heating similar to toasters, consuming more power than two microwaves and often damaging hair. The new AirLight Pro utilizes patented infrared light technology that mimics sunshine to dry water on the hair's surface, resulting in 30% faster drying times, 31% less energy consumption, and significantly improved hair hydration and shine. This innovation, highlighted by L'Oreal CEO Nicolas Hieronimus during the first-ever beauty keynote at CES, represents a shift toward "augmented beauty" that prioritizes inclusivity for all hair types and professional-grade efficiency. By combining light-based heating with high-speed airflow, the tool addresses long-standing consumer tensions regarding heat damage and the environmental impact of personal care electronics.