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GHD has launched an AI-powered hair styler, ghd sculpt, which measures hair temperature 2,900 times per second.
The product is the company's first to use what it describes as an interactive styling platform, shifting the focus from monitoring plate temperature to monitoring the hair during styling.
GHD said the device uses a system called Heat-Adapt Technology to measure hair temperature and adjust heat delivery in real time. Unlike conventional heated styling tools, which typically regulate a fixed plate temperature, the system responds to the hair itself during use.
According to the company, four independent measurement systems track variables including whether hair is positioned between the plates, how much hair is being styled and the speed at which the tool moves through the hair. Those inputs are processed by an onboard AI microprocessor, which handles about 2,900 measurements per second.
GHD said the system uses a machine-learning algorithm trained on a range of hair types and styles. A thermal controller then adjusts power and heat delivery based on the model's output.
Technology shift
The launch reflects a broader move by consumer beauty brands to add artificial intelligence to personal care devices, particularly where sensors and software can alter performance during use. GHD is positioning the product as a shift towards styling based on the condition of the hair rather than the temperature of the appliance.
GHD said the product is built on 25 years of heat technology research and engineering. It added that the styler delivers up to 90% more shine, 2.5 times less frizz, improved curl definition, colour protection and styling that is five times faster than the original GHD styler.
The company also said the product causes "zero damage" to the hair's natural structure. It said the claim is based on testing carried out with scientific hair diagnostics companies and research under publication in international cosmetics journals.
GHD said the findings showed that hair styled with the device returned to its original natural shape after washing. It added that there were no statistically significant differences between untreated virgin hair and hair styled with ghd sculpt.
Executive comments
Jeroen Temmerman, Chief Executive Officer of GHD, outlined the company's position on the launch.
"For 25 years, ghd has led the industry in heat technology and earned its position as the UK's number one styler brand. Reinvention is at the heart of who we are, and with ghd sculpt, powered by our most advanced interactive technology, we're taking a transformative step forward to completely reinvent the styler category. ghd sculpt is not just a styler, but the future of interactive, AI-driven beauty-tech - delivering flawless results with zero damage," said Temmerman.
The product also introduces a new physical design. GHD said the styler includes slim plates intended to support root-to-tip styling across hair textures without snagging, alongside a lighter, narrower profile designed to improve curls and waves.
The device will be sold in black and white with a recommended retail price of AUD $629. It will be available through salons, premium retailers and GHD's own sales channels.
Dafydd Thomas, Senior Director, Global Education & Professional NPD at GHD, said: "ghd sculpt is a true breakthrough. Our first interactive styler learns and intuitively adapts to every section for perfect styling, and with zero damage. The sleek, slimline design makes styling easier, faster and much more enjoyable - it has completely elevated the way I style hair."