What are they? Ceramic hair irons that are credited with lifting frizz-challenged women out of the doldrums and into the world of smooth and glossy hair. Stylist Paul Gerrard is one of a small number of Hong Kong hairdressers who use and sell them.
What's so good about them? GHD hair irons can make dull hair look shiny - even chemically treated and damaged hair, according to Gerrard. But beware: the technology can't seal in moisture if the hair doesn't have any to start with. So, using a good conditioner is vital.
What's not so good? Don't forget that you have ears and the iron is hot. And don't forget to turn off the iron afterwards. Gerrard tells clients to buy a plug with a timer.
How does the GHD compare with other straighteners? There are subtle differences. For instance, the GHD cable is long, making it easier to style your hair. And the buttons are on the inside so you can't switch the irons on or off by accident.
What's all this about 'a new religion for hair'? Hype on the GHD website. That aside, the irons not only straighten hair, but can be used for flicking, curling and giving texture.
Can they be used every day? Yes, but Gerrard advises clients to use GHD Iron Oil ($180) or a similar product to protect their hair from the constant, 210C heat the irons give out. Ask your hairdresser to recommend products or treatments to restore moisture if you use the irons every day.