New product launches around the world and a new partnership with Jaye Edwards as the Australian Ambassador have made 2025 a big year for Parlux.
Parlux has unveiled its latest launches and team announcements, with Jaye Edwards spearheading his new role as the brand’s official Australian Parlux Ambassador and the unveiling of the Parlux Elysium Hair Dryer, Parlux Setra Straightener and Parlux Evolis Curling Iron at Cosmoprof Bologna, Italy, in March, alongside the debut of the Parlux Ethos Hair Dryer and the Parlux Alyon Lilac Hair Dryer rounding out the year.
Jaye Edwards is the founder of EdwardsAndCo, and is a salon pioneer, social media sensation and renowned educator who has changed the very landscape of the Australian hair industry. In this role, Jaye shares his brand insights, tips and tricks and how Parlux has transformed his business on social media, connecting the brand and its new tools to hairdressers around the world.
“The Parlux Hair Dryer is quiet and lightweight but still very powerful. It creates a shiny, glossy finish, and has settings that set it apart from other hair dryers on the market, I love the option to lock the settings on the new Ethos Dryer,” he shared.
Jaye will showcase the brand’s various new launches. The Parlux Elysium Hair Dryer revealed at Cosmoprof 2025 is a revolutionary, compact, salon-grade tool making waves for its big performance in a small design. The tool boasts 2,300 watts of power, alongside three airflow levels and three heat settings in nine total combinations. The dryer also memorises its last-used settings and has a digital mini-motor that offers the fast drying, smooth finishes and long-lasting results of full-size models in this lighter build.
The Elysium Hair Dryer is also made with a Special Twisting Cable (STC) for maximum flexibility, as well as a washable, replaceable sponge filter for cleanliness and efficiency, two new AirFusion nozzles in Standard and Slim, as well as a MagicCompact Diffuser. Launching in Australia later this year, it will be available in seven colours for versatile style. The brand returned to its Italian roots at Cosmoprof, Bologna, giving attendees the first opportunity to experience the tool’s portable, professional and power capabilities.
Additionally, Parlux Australia’s latest launch, the Parlux Ethos Hair Dryer, combines a classic design and digital innovation for reliable performance in a light and sturdy tool. Also boasting a digital motor, which marks a departure from the previous DigitAlyon model, and the flexible STC, the tool exclusively has a unique texture that’s especially pleasant to touch. Features such as triple insulation and air chambers keep the front of the hair dryer cooler, so hairdressers have total freedom of use. It also has nine speed and temperature combinations and is designed with a small diameter and classic handle for ergonomic styling. Air Ionizer Tech Technology and the Hair Free System for catching hair to keep the dryer clean round out the tool, which is available in Matte White, Fuchsia, Lilac, Galaxy Blue, Copper, Titanium, and Black.
Finally, the Parlux Alyon Air Ionizer Tech Hair Dryer has been revealed in Lovely Lilac, merging light, fast, smooth, shiny and powerful styling with a dreamy, pastel design. A K-Advance Plus motor delivers 2,250 watts of potent power and a concentrated airflow of 84 m³/h for ultra-fast drying times, all in a lifespan of 3,000 hours and weighing just 456 grams. Air Ionizer Tech for shiny, sleek, soft hair thanks to the combination of ceramic and negative ion charge, while the Parlux MagicSense Diffuser is the ideal attachment to enhance natural curls while reducing frizz.
With Italian innovations backed by 45 years of expertise, Parlux is hurtling through 2025 with powerful, lightweight, beautifully designed tools and big names on board.
This edited article was originally published in INSTYLE Professional, Australia’s leading hairdressing industry magazine.
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