¹ technical testing vs naturally dried hair, dependent on consumer use

² no thermal hair damage detected after 100 cycles of 4 passes on thoroughly towel-dried hair.

³ Vs ghd original. Results measured by shine on brunette hair compared to naturally dried, lab test.

⁴ Consumer testing, Jan'21. 86% of 142 consumers agreed their hair lasted 24 hours after styling

⁵ December 2020. Over 71% of 79 customers agreed vs their current styler.

⁶ Proven to increase shine vs naturally dried hair

⁷ that combines hot air and heated styling plates

⁸ no thermal hair damage detected after 100 cycles of 4 passes in wet to style mode vs naturally dried hair

*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.