† Based on ownership of an electrical straightener, 38% of 1540 people surveyed owned a ghd straightener. Brand ownership study conducted Jan - Feb 2024 across straightener brands

¹Vs ghd original. Results measured by shine on brunette hair compared to naturally dried, lab test.
²Consumer testing, Jan'21. 86% of 142 consumers agreed their hair lasted 24 hours after styling 
³ Vs ghd Gold. 
⁴ Vs ghd Max. Technical test in lab show ghd Chronos max is 3X faster to achieve same high level of frizz reduction on frizzy tresses.
⁵ Consumer testing, Nov’23. 82% of 112 consumers agreed ghd chronos max gave 24-hour lasting style.
⁶Consumer testing, Jan-Feb’24. over 70% of 400 consumers agree that ghd chronos curve makes curling quicker vs their current tool
⁷ When used with ghd curl hold spray or final fix spray. Technical test measuring curl retention in a humidity chamber at 50% relative humidity. 
⁸ Extreme heat damage is a fractional wet tensile strength reduction per cycle above 0.005, measured over at least 100 cycles on brown Caucasian hair (a “Strength Reduction”)