British styling brand sees bright future in Chinese market

Magical number backed by science

As to the quality of a styling tool, most people are usually concerned if the product would harm their hair, for example, its temperature, which often is much higher than 100 degrees.

However, GHD strongly emphasizes 185℃ in its products.

According to the CEO, 185℃ has been proven to be the optimal temperature to deliver the best hair performance without extra damage after years of advance testing.

"Lower than 185℃, the styler will not deliver the result the user is expecting; and higher than 185℃, it damages the hair. The secret is on the breakthrough technology we continuously improve to ensure that the temperature of the plate is constantly monitored 250 times per second to guarantee 185℃ from root to tip," he said.

The ideal degree mirrors the technology innovation the brand has been pursuing, as it has leading scientists develop products in GHD R&D laboratories in Cambridge in the UK.

Considering the differences in hair composition among ethnicities, GHD also has done tons of tests on different hair types all along any development to "guarantee the best performance independently of the ethnicity or hair type."

Temmerman said their laboratories have tresses of real hair in all sorts of forms and shape. And their research always bears consumers and professional stylists' demands in mind to let both the group feel confident when using GHD styling tools.