Inside DREAME’s buzzy beauty tech takeover at Copenhagen Fashion Week

As always, Copenhagen Fashion Week spring/summer ’27 delivered a slew of covetable collections and plenty of memorable moments. Among them, OpéraSport’s opening show, which saw flowers bloom across the clothes, dot the models’ faces and billow from their heads, providing an apt kick-off for the sartorial spectacle. To complement the botanical makeup, the models’ locks were left sleek and voluminous, with the hair team having a secret ace up their sleeve that made the whirlwind of the backstage styling a breeze: Innovative technology company DREAME’s cutting-edge hair tools.

​Well, perhaps it wasn’t that secret, as DREAME emerged as one of the standout beauty tech brands during Copenhagen Fashion Week, making its debut at the event. In addition to helping bring OpéraSport’s backstage hair look to life, DREAME hosted its very own Creative Hub on Papirøen throughout the week. There, the city’s most stylish got to discover a selection of the brand’s latest hair styling tools and personal care products, including the new Pocket Pro 2026, AirStyle Pro 2026, Aero Straight Pro and LED Mask, showcasing DREAME’s prowess in creating modern personal care tools that combine advanced technology, engineering and user-focused innovation.

​Visitors to the Creative Hub also had the opportunity to book styling sessions and product demonstrations – knowing how hectic Fashion Week schedules can be, where you might have to sacrifice styling your hair in the morning in favour of making it to the first runway show, an activation like this couldn’t have found a better home. And as any sartorial savant knows, the garments are rarely the whole look.

​“Fashion today is about much more than clothing – it’s about personal style and self-expression. Personal care naturally plays a big part in that, so Copenhagen Fashion Week felt like the right place to introduce DREAME to a new audience and start that conversation,” says Leo Bu, the marketing director of DREAME CEE & Nordics. “I love that Copenhagen Fashion Week feels creative but also very authentic. People care about good design, functionality and sustainability, which are all values that are also important to DREAME.”

The popularity of beauty gadgets is only growing, with more people incorporating them into their daily routines. Tools like LED light therapy masks, microcurrent devices, curling tools and air stylers offer easy and effective ways to boost your beauty rituals, as self-care becomes more of a priority than ever. But as the offering of beauty tech expands, so do the consumers’ expectations, and the products they’re willing to invest in.

​“People want products that fit seamlessly into their everyday lives,” says Bu. “They’re looking for products that are easy to use, save time and deliver professional results at home. That’s exactly what we’re trying to achieve – making advanced technology simple and accessible for everyday use.” Bu sums up DREAME’s design philosophy as a belief that “good design should never get in the way; it should make technology feel effortless.”

Hanna Ramirez, the lead hairstylist for the OpéraSport show concurs with Bu, noting that “advanced styling tools have made it much easier for people to create a salon-like finish at home.” Working with DREAME’s products backstage, she found them “very efficient for creating the polished yet natural finish we were looking for.” “I particularly liked the DREAME hair dryer. It was easy to work with and very efficient, especially when working with different textures and creating a controlled finish,” she adds.

Whether you’re looking to create voluminous waves without damaging your tresses with heat, drying your mane quickly and effectively, or improving your skin texture and fine lines with LED light therapy, DREAME’s tools, such as the ones that were on show at the Creative Hub, are crafted to make the experience smooth, safe and hassle-free. “Each product solves a different everyday need, but they all share the same philosophy: smart technology, thoughtful design and an easy user experience. That’s what we want people to remember about DREAME,” Bu says.

​The buzz that filled the Creative Hub each day it was open during Fashion Week only confirms the rising interest. And it seems we’re just getting started. “I think this technology will become even more personal,” Bu reflects. “Products will better understand different needs and make everyday routines simpler, faster and more enjoyable. That's the direction we're excited about.”