†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.
¹ no thermal hair damage detected after 100 cycles of 4 passes on thoroughly towel-dried hair.
² no thermal hair damage detected after 100 cycles of 4 passes on thoroughly towel-dried hair.

*Zero damage to the natural structure of your hair 
³ vs ghd original. Results measured by shine on brunette hair compared to naturally dried, lab test.​
⁴Consumer testing, Jan'22. 86% of 142 consumers agreed their hair lasted 24 hours after styling

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