ghd sculpt

ghd has launched Sculpt, a styler the brand describes as its first interactive tool, built around new heat-adapt technology that measures the temperature of the hair rather than the plates. The launch coincides with ghd's 25th anniversary and is positioned as a reinvention of the styler category, with the central claim that it delivers styling results with zero damage to the hair's natural structure.

Conventional stylers regulate the temperature of the plates, holding them at a set heat. Sculpt instead measures the temperature of the hair itself in real time and adjusts heat delivery to what the hair needs during each pass. Four measurement systems feed an onboard processor taking 2,900 readings a second, detecting when hair is between the plates, how much hair is being styled and the speed of movement. A machine-learning algorithm, trained across a range of hair types, then directs a thermal controller to raise heat where more is needed for the style or lower it to protect the hair.

sculpt offers up to 90% more shine, 2.5 times less frizz, superior curl definition and styling up to five times faster compared to previous ghd tools. The hardware includes what ghd calls super-slim Infinity plates for root-to-tip styling without snagging, in an ultra-slim, lightweight body the brand says improves control for curls and waves providing zero damage to the hair's natural structure.

ghd's senior director of global education and professional NPD, Dafydd Thomas, frames it from the stylist's chair: "ghd sculpt is a true breakthrough! Our first interactive styler that learns and intuitively adapts to every section for perfect styling, and with zero damage. The sleek, slimline design makes styling easier, faster and so much more enjoyable - it has completely elevated the way I style hair."

ghd CEO Jeroen Temmerman ties the launch to the brand's anniversary and its category ambitions: "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 sculpt, powered by our most advanced interactive technology, we're taking a transformative step forward to completely reinvent the styler category. ghd sculpt is not just a styler, but the future of interactive, AI-driven beauty-tech - delivering flawless results with zero damage."

ghd, short for good hair day, was founded in 2001 in Leeds by Martin Penny, Gary Douglas and Robert Powls, after the founders acquired the rights to a ceramic straightening iron sourced from South Korea. The original ceramic Styler established the brand in salons through word of mouth and went on to make ghd a fixture of the UK hair tools market. Sculpt arrives as the brand marks 25 years, and ghd describes it as its most advanced styler to date.