DUBAI, UAE – Dyson has unveiled its latest campaign, The FIRSTS, that celebrates pioneering women from the region who are redefining success and innovation. The initiative spotlights Marwa Al Mamari, Ameni Esseibi and Samira Alkhamis, who have become true innovators in their respective fields, and how Dyson elevates their confidence to achieve extraordinary success.

Marwa Al Mamari made history as the first Emirati woman to become an aerospace engineer. She navigated the traditionally male-dominated field to break barriers and has since used her platform to highlight the importance of encouraging women to pursue STEM fields. Her passion for innovation, design and developing new and better technologies aligns with Dyson's commitment to solving problems others often ignore. Dyson engineers tirelessly worked on the Dyson Airwrap™ multi-styler, creating 500 prototypes to perfect it. The brand's innovative Airwrap™ technology enables Marwa to create a variety of hairstyles while maintaining healthy hair and natural shine.

Ameni Esseibi, the first curvy model from the Middle East, has become a powerful voice for change within the fashion industry. She has championed body positivity, dismantling stereotypes and inspiring young women struggling with self-acceptance and societal pressures to follow their passions. The way she broke boundaries and overcame challenges echoes James Dyson's journey to success. As a model, Ameni often needs to style her hair quickly, and hair health is a huge concern, which is why she always ensures she has the Dyson Supersonic™ hairdryer with her. With its efficient drying, multiple attachments including the diffuser to tame her curls, and pioneering technology to prevent heat damage, the innovative tool helps to ensure her locks look their best for every runway walk and photoshoot.

Samira Alkhamis is one of the first Saudi Arabian women to become a professional ballerina. Despite facing many obstacles and criticism, Samira refused to let anyone stand in the way of her dreams. She pursued her passion with a relentless determination and practiced hard techniques until perfection. Samira’s journey is similar to Dyson’s, whose goal is to invent the best technology, exemplified by its latest haircare product, the Airstrait™ straightener. Recently named Product of the Year in the hairstyling tool category, the AirstraitTM simultaneously dries and straightens the hair with just air, eliminating heat damage. This way, it provides a quick and simplified styling routine, perfect for the on-the-go, busy ballerina.

Dyson’s FIRSTS campaign is a tribute to these extraordinary women, showcasing their paths to success and inspiring others to embrace their unique journeys. By celebrating their achievements, Dyson aims to empower women in the Middle East to break barriers, challenge norms and pursue their passions with confidence and determination.

Buy directly from the people who made it

All of Dyson’s hair care, floor care and environment products are available for purchase online at www.dyson.ae and from Dyson Demo Stores.

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Contact 
For more information, please contact:
Nadia Taha: nadia.taha@dyson.com

Weber Shandwick: Dyson@webershandwick.com

Or visit https://www.dyson.ae/en-AE/newsroom

About Dyson

Dyson is a global technology company with engineering, research, development, manufacturing and testing operations in Singapore, the UK, Malaysia, Mexico, China and the Philippines. Having started in a coach house in the UK, Dyson has consistently grown since it was established in 1993. Today, it has a global headquarters in Singapore and two technology campuses in the UK spanning over 700 acres in Malmesbury and Hullavington. Since 1993, Dyson has invested £1.7bn in its Wiltshire offices and laboratories that house the early-stage research, design and development of future Dyson technology. Dyson remains family-owned and employs 14,000 people globally including a 6,500 strong engineering team. It sells products in 85 markets in over 439 Dyson direct retail stores around the world, including a Dyson Virtual Reality Demo Store too.

Dyson is investing £2.75bn in the business to conceive revolutionary products and technologies, and has global teams of engineers, scientists and software developers focused on the development of solid-state battery cells, high-speed electric digital motors, sensing and vision systems, robotics, machine learning technologies and A.I. investment. Since inventing the first cyclonic bagless vacuum cleaner - DC01- in 1993, Dyson has created problem solving technologies in air purification, robotics, haircare, lighting, hand drying, and now audio, with the Dyson Zone noise cancelling headphones with air purification.

The Dyson Institute of Engineering and Technology is a new model for engineering education combining the academic rigour of a traditional university with hands-on and real-world experience of working on live product and technology projects inside a global technology company. Dyson’s 156 Undergraduate Engineers are paid a salary from day one and pay no tuition fees; 33% of the Undergraduate Engineers identify as female, compared to a sector average of 19% for engineering and technology undergraduate courses. The Dyson Institute offers not just an education, but the start of an accelerated Dyson career.

Founded in 2002, the James Dyson Foundation is an international charity that empowers aspiring engineers, supports engineering education and invests in medical research, donating over £145m to charitable causes to date. The James Dyson Award is the Foundation’s annual design competition and is open to current and recent design and engineering students. Since starting in 2005, the Award has supported more than 400 inventions worldwide, providing funds to support their commercialisation; 70% of James Dyson Award past global winners are following up and pursuing their inventions full time.

The Dyson family established Dyson Farming in 2012. It is one of the largest farming businesses in the UK, extending to 36,000 acres across Lincolnshire, Oxfordshire, Gloucestershire and Somerset. It is a family-owned enterprise unlike any other, focussed on long-term investment in British farming and the countryside. Sustainable food production, food security and the environment are vital to the UK’s health and economy. There is a real opportunity for agriculture to drive a revolution in technology and vice versa. Dyson Farming is developing new approaches to efficient, high-technology agriculture and food production.

Dyson Farming grows a range of produce including wheat and barley, potatoes, onions and peas – of which it is the largest single producer on the UK. It also produces beef and lamb, and grows British strawberries out of season in its state-of-the-art glasshouse which is heated by an adjacent anaerobic digester.

Key Products

  • Dyson Supersonic™ hair dryer: The fastest hair dryer, powered by the small, yet powerful Dyson digital motor V9, which spins at up to 110,000rpm – up to 6 times faster than other hair dryer motors.  Intelligent Heat Control measures air temperature over 40 times a second and regulates the heat to help protect your hair’s shine. The tool now comes with a range of attachments for different hair types, including the Flyaway attachment.  
  • Dyson Airwrap™ multi-styler: Dyson’s best performing and most efficient Airwrap yet, reengineered for faster, easier styling. One machine. 13 attachments. Multiple styles. Multiple hair types. Curl, shape, smooth and hide flyaways. With no extreme heat.
  • Dyson Airstrait™ straightener: A new way to straighten, from wet to dry with air and no hot plates. No heat damage[1]. High-pressure airflow projected downwards at a 45° angle creates the tension needed to align hair for a smooth end style. Straightens from wet to dry, simplifying your routine. Engineered to create a natural straight finish.
  • Dyson Corrale™ straightener: The only straightener to use flexing plates that shape to gather hair, this control enables styling with less heat and damage. It incorporates an intelligent sensor to regulate and adjust the temperature of its plates 100 times per second. 
  • Dyson Zone™ noise cancelling headphones with air purification: Advanced noise cancelling removes unwanted environmental and motor noise, and high-fidelity precision audio replicates sound as the artist or creator intended. Powered by the smallest compressors in any Dyson machine, the Dyson Zone™ draws air through the electrostatic filters in each earcup to capture 99% of particles as small as 0.1 microns, and potassium-enriched carbon filters remove city fumes, to deliver cleaner air to the wearer’s nose and mouth via a contact-free visor.
  • Dyson Gen5detectTM cordless vacuum: The most powerful HEPA cordless vacuum that is powered by the new Dyson Gen5 Hyperdymium motor to deliver up to 280AW of suction power. It features our Fluffy OpticTM cleaner head that reveals twice the amount of invisible dust and traps 99.99% of particles down to 0.1 microns, the size of viruses.
  • Dyson V15 Detect™cordless vacuum: A new generation of cordless vacuum cleaners, launched in March 2021, feature an illuminated cleaner head that reveals hidden dust, while an acoustic piezo sensor measures and records the dust and debris that has been sucked up.


[1] When used in wet to dry mode