GHD Debuts AI-Powered Styler on 25th Year in Business

Hairstyling tools have had a bad rep for damaging hair.

Now, GHD is using AI to ensure “zero damage” while styling hair with its new tool.

The UK-based haircare brand has launched its first AI-powered styler purporting to change the status quo when it comes to heat technology.

Introducing GHD Sculpt. The innovation measures hair temperature in lieu of plate temperature while leaving the hair’s natural structure unscathed, officials said. GHD Sculpt’s July 9 release reportedly coincides with the British hair technology brand’s 25th anniversary, marking what company officials call a “new era” for the brand centered on deeper personalization by way of AI tech. Retailing for £369, or about $495, GHD Sculpt comprises an AI micro-processor and heat-adapt technology that intuitively adjusts the styler’s heat based strictly on the user’s hair – adjusting the temperature as necessary.

Five years in the making at its research laboratory in Cambridge, UK, GHD Sculpt claims to deliver five-times faster styling; up to 90% more shine; and 2.5-times less frizz, in addition to “superior curl definition” and color protection.