Brand of the Week: ghd
When you think of super brands, it's because they're renowned for one particular product that have changed the lives of people who have used them. For example, Clinique's three step skincare program, shu uemrua's eyelash curlers, Elizabeth Arden's 8 Hour Cream... and ghd. The aforementioned brands have had the benefit of decades of recommendations to get them to the dizzy heights of beauty icon-ity, which makes the success of ghd even more impressive, since they only started in 2001.
To start with the stylers - with their smooth, rounded plates - were only sold in salons and achieved their legendary status for being able to smooth and straighten like nothing else, solely through word of mouth because they didn't use any advertising at all (that's changed now obviously - now they have celebrity faces like Katy Perry in amazingly shot, epic adverts), becoming the only straighteners to have and blowing everything else out of the water.
As well as their must-have stylers which are regularly released in cool new styles and colours - like the new Peacock collection - so they stay at the top of everyone's most-wanted list, ghd have also encroached on another market with the launch of their hairdryer, the amazing ghd air which with a powerful 2,100 Watt AC motor, hair-smoothing ionic technology and cool, lightweight design is without a doubt the best hairdryer I've ever come across.
As well as their tools, ghd have an impressive array of styling products too (keeping their creative director Kenna well equipped at Fashion Week), with their Root Lift spray (£12.95 - great for creating volume), Curl Hold spray (£12.95 - keeping the curls you create in place for longer) and Final Fix hairspray (£9.95) my favourites out of the line up. Want to find out more? Visit ghd here.