![]() Where earlier models ironed the hair rather brutally, modern hair straighteners boast adjustable heat settings and protective technology that reduces damage to heat-treated hair. More than a quarter of women, and an increasing number of men, own a set of hair straighteners made by an ever-growing number of brands, all of which promise super-sleek, frizz-free straightening (or, with a twist of the straightening tool, fashionably beachy waves). ![]() Now, with so many more options on the market, you no longer have to pay premium prices to find the best hair straightener for you. So, overnight, poker-straight hair became the default beauty look of the early 2000s. However, GHD’s revolutionary ceramic plates made fast heat styling with minimal damage an achievable reality. ![]() ![]() GHD wasn't the first brand to release straighteners: hot plates and straightening irons existed before the 1990s. When GHD launched its first hair straighteners more than 20 years ago, it marked a seismic shift in the electrical beauty market. ![]()
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