Professional hair styling brand ghd has introduced the ghd Sculpt, its first AI-powered styling tool, marking one of the company’s biggest product launches since the original ghd straightener transformed the haircare market over two decades ago. In addition, and in a first for the brand, the ghd Sculpt has been scientifically proven to cause zero heat damage.
The premium styler combines artificial intelligence with ghd’s signature heat technology to deliver a more personalised styling experience. At the heart of the new device is Heat Adapt Technology, which continuously monitors styling conditions and adjusts heat delivery in real time to help maintain the optimum styling temperature while adapting to different hair types and techniques.
According to ghd, the Sculpt analyses thousands of data points every second, taking into account factors such as hair thickness, styling speed and the angle at which the tool is used. This allows the styler to automatically regulate heat as users create everything from sleek, straight styles to loose waves and defined curls.
The launch represents a significant step forward for the Leeds-based brand, which has built its reputation on professional-grade styling tools used by both salons and consumers worldwide. As artificial intelligence continues to reshape the beauty industry, the Sculpt is one of the first styling tools to integrate AI directly into its performance rather than using it solely for digital consultations or virtual recommendations.
Designed with rounded edges and precision floating plates, the Sculpt offers versatility for multiple hairstyles while aiming to minimise heat damage. ghd says the technology helps create smoother, shinier results with reduced frizz, while maintaining styling consistency from root to tip.
Launching as part of ghd’s 25th anniversary celebrations, the Sculpt reinforces the brand’s commitment to combining salon expertise with cutting-edge technology. The company believes intelligent heat control represents the next evolution in professional hair styling, moving beyond fixed-temperature tools to devices capable of adapting to individual styling habits in real time.
The ghd Sculpt is available in black and white colourways and launches in the premium styling category with a RRP of £369.
With consumers increasingly looking for high-performance tools that deliver salon-quality results at home, the launch places ghd firmly at the forefront of innovation in the prestige haircare market. The Sculpt also signals a broader trend towards smart beauty devices, where artificial intelligence is becoming an integral part of product performance rather than simply a digital add-on.
For more information and to view the ghd Sculpt click here.
