¹​Based on ownership of an electrical straightener, 38% of 1422 people surveyed in Australia owned a ghd straightener. Brand ownership study conducted Jan - Feb 2024 across straightener brands.​ 
² 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”)
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