ghd (good hair day), the UK’s #1 styler brand, proudly celebrates 25 years and unveils ghd sculptTM – a revolutionary new interactive styler designed to deliver perfect styling with zero damage to the hair’s natural structure. Proudly challenging the consumer misconception that heated styling tools damage hair – a belief held by 98% of consumers (according to the Attest Survey on Hair Health, conducted in July 2025) – ghd sculpt™ proves that high-performance styling and healthy hair can coexist.
Goodbye plate temperature, hello hair temperature
ghd sculpt™ is powered by breakthrough ghd heat-adapt technology, which uses AI to interactively sense, learn and adapt your hair’s temperature, for next level protection and zero damage to the natural structure of the hair. By measuring hair temperature rather than plate temperature, which is the current industry standard, ghd sculpt™ marks a new era in personalised, AI-driven hair styling.
Built on ghd’s 25 years of heat technology expertise, ghd sculpt™ represents the brand’s most advanced styler ever – delivering up to 90% more shine, 2.5 times less frizz, superior curl definition, and 5 times faster styling – and reinvents the typical design features of stylers with its unique lightweight, ergonomic and innovative design in order to redefine the styler category.
“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 sculptTM, powered by our most advanced interactive technology, we’re taking a transformative step forward to completely reinvent the styler category. ghd sculptTM is not just a styler, but the future of interactive, AI‑driven beauty‑tech — delivering flawless results with zero damage,” says Jeroen Temmerman, ghd’s CEO.
Heat-Adapt technology learns and adapts in real time to deliver a personalised hair temperature for optimal styling. Unlike traditional tools that regulate plate temperature alone, ghd sculpt™ uses AI to interactively adjust heat based on what the hair actually needs during styling – with zero damage to the hair’s natural structure.
Four measurement systems feed the AI micro-processor, with 2,900 measurements per second, detecting when hair is between the plates, how much hair is being styled and the speed of movement.
The breakthrough AI machine-learning algorithm, trained on a wide range of hair types and styles, enables the styler to adjust power and heat delivery with extreme precision. A thermal controller then interprets the algorithm’s output, increasing heat when needed for perfect styling or reducing it to safeguard the hair – ensuring consistent results with zero damage to the natural structure of the hair.
Collaborations with industry‑leading scientific hair diagnostics companies, alongside research currently in the process of being published in international cosmetics journals, highlight that hair styled with ghd sculpt™ returns to its original natural shape after washing, with no statistically significant differences between virgin hair and hair styled with ghd sculpt™.
