But it looks like ghd could be knocked from its perch as Nicky Clarke has launched his own straighteners with a head-to-head contest in which his tools came out top.
Independent tests on 100 women across the UK showed that, once they were informed of the brand and price of the two models used, 57 per cent preferred the new Nicky Clarke desiRED straighteners to the ghd IV styler. And 63 per cent of those with curly hair felt Nicky’s tool performed better.
Nicky’s new irons reach the highest temperature on the market, at 230 degrees, and are even good enough for Nicky and his stylists to use in his Mayfair salon. With a sleek red finish and neater size for easier handling, they also compete on price - £89.99, compared to an rrp of £132 for the ghd model tested. They’re available from Boots and Argos.