¹Technical test in lab measured on frizzy hair measuring frizz reduction vs naturally dried hair as a measure of smoothness.
²Extreme 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”)
³vs naturally dried frizzy hair, dependent on consumer use
⁴vs naturally dried medium brown hair, dependent on consumer use. 
⁵technical testing vs. naturally dried hair 
⁶Vs untreated hair​
⁷vs non conditioning shampoo​
⁸vs untreated hair
⁹Vs ghd original. Results measured by shine on brunette hair compared to naturally dried, lab test.​
¹⁰Consumer testing, Jan'22. 86% of 142 consumers agreed their hair lasted 24 hours after styling