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

¹No thermal hair damage detected after 100 cycles of 4 passes on thoroughly towel dried hair

²vs ghd original. Results measured by shine on brunette hair compared to naturally dried, lab test.​

³Consumer testing, Jan’22. 86% of 142 consumers agreed their hair lasted 24 hours after styling

⁴technical test in a lab on brunette hair, measured vs naturally dried hair

⁵Technical test in a lab on brunette hair, measured vs. naturally dried hair

⁶Technical test in a lab on frizzy hair, vs naturally dried hair

⁷vs. competitor flat iron working at 455°F

⁸December'20. Over 71% of 79 consumers agreed vs their current flat iron.

⁹Proven to increase shine vs naturally dried hair.

¹⁰that combines hot air and heated styling plates

¹¹no thermal hair damage detected after 100 cycles of 4 passes in wet to style mode vs naturally dried hair