GHD is marking its 25th year in business with an innovation set to shake-up the hairdryer category – and to remind consumers, and competitors alike, of its stature in the bustling hair tools market. But does the new device deliver?
The British hair technology brand, best known for its heated stylers, has listened to both beauty lovers and professionals' demand for something new in one of the oldest device categories, which has led to the creation of GHD Speed Ionic Hair Dryer (£299).
The new-age hairdryer claims to deliver ultra-fast drying, powerful airflow and a cool scalp feel, enabling super quick drying on all hair types without heat damage.
In a bid to stand out amid the larger-than-ever in-category rivalry, the company’s research laboratory in Cambridge, UK, spent five-to-six years developing the technology at the heart of the device: GHD Halo Technology.
The Halo Technology is said to enable a lower scalp temperature in a hairdryer without compromising on drying, ensuring the device is cool-to-touch at all times, while it also remembers the user's preferred settings for hyper-personalisation.
I think GHD can really globally expand its credibility into other categories, and that is a big journey
“We have put so much energy into this because we think the hairdryer category needs a tool like GHD – where classical hair drying is at the heart of [consumers] beauty ritual once again,” says GHD CEO Jeroen Temmerman.
“We took feedback [from] the past ten years on what people want [from a hairdryer] – a good product that delivers speed, precision, shine and close-to-the-scalp [drying] without burning.
“But for speed and quickness, we have to generate power, and power comes with an engine.
“Normally, more power means a bigger engine, but our goal was to get the biggest power in the smallest engine, so users can get that air control precision in a lightweight device.”
GHD Speed Iconic Hair Dryer in all colourways
Power of air: How the GHD Speed Ionic Hair Dryer works
Although GHD is known for its steady stylers which focus on the transition of heat – and is still its bestselling category – 12 years ago the company began looking into and investing in the capabilities of an air platform.
Although it has launched other
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