Price Category: Luxury

  • $249.00 Retail
  • $150.00 MILABU suggested

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Video Reviews




  • Very impressed for 1 pass
  • Swivel Cord
  • Smooth plates (Precision milled plates with gloss coating)
  • Slight curvature of plates for easy curling
  • Automated
  • Safer for hair



  • High price tag
  • No adjustable settings

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The GHD Platinum Plus Styler is a flat iron coming at the incredibly high price of $250. Their website claims this flat iron is, “a flat iron so intelligent it predicts your hair’s needs and constantly adapts the power to ensure the optimum styling temperature, at all times.” I was really excited to get my hands on this hair tool.

Comparison to Standard:

Overall, the GHD did a great job at straightening and curling my hair. Is it worth $250 though? In my opinion, no. For the price, I was expecting it to blow me away and outperform my favorite BioIonic 10x. Even though the Bioionic is a bit more expensive than the GHD, I think the Bioionic is a better investment, but it definitely is a well made flat iron.

Product Description:

What it is:

A first-of-its-kind smart straightener that predicts your hair needs, adapting to ensure the optimum styling temperature at all times for ultimate results with less breakage and more color protection.

Key benefits:

– 70 percent less breakage

– Two times more color protection

– 20 percent more shine

If you want to know more…

Ultra-zone with predictive technology is the latest breakthrough in heat styling which guarantees homogeneous heat across the whole plate, allowing consistent beautiful results in one stroke. The heat is monitored 250 times per second so that it’s constantly at the optimum 365°F styling temperature for even healthier hair. It personalizes power with its predictive technology, which recognizes the thickness of your hair and the speed at which you are styling and adjusts accordingly—so you get unbeatable results quicker and personalized to you!

What else you need to know:

This styler also features a unique wishbone hinge to ensure that the plates are precisely aligned, a 20-second heat-up time, a heat-resistant plate guard to protect your surfaces after styling, sleep mode for complete peace of mind, universal voltage, and a three-year warranty.