The Interview: GHD UK boss Liz Griffiths on 25 years of innovation and the future of hair tools

GHD was founded in the UK in 2001 when three hairdressers reimagined a Korean straightening iron as a salon-quality tool for everyday use. The brand quickly became known for its sleek design and high-performance styling, with its hair straighteners becoming a defining product within its portfolio.

Since then, GHD’s success has been driven by continuous innovation and its “science-meets-salon” philosophy, which has helped it maintain a leading position in the premium hair tools market.

As it celebrates its 25th anniversary this year, GHD is focused on expanding into new product categories, strengthening its digital and direct-to-consumer experiences, and continuing to innovate to shape the next generation of at-home, salon-quality styling.

In the UK, the brand is led by Managing Director Liz Griffiths, who is soon to take on the role of Chief Growth Officer in July. Overseeing one of GHD’s largest markets, she reflects on the brand’s sustained success, the key shifts shaping the hair and beauty industry, how GHD is responding to these changes, and how it is marking this milestone year.

GHD has remained a leading name in hair styling for more than two decades. What do you think has been the biggest factor behind the brand’s long-term success?

Innovation! We have our own research and development labs in Cambridge, uniquely bringing together physicists, material scientists, product designers and hair specialists to focus solely on the terminal manipulation of hair. This facility enables scientific testing on hair, the development of new products, and performance testing. In addition, we monitor the market to identify emerging trends and better understand what our customers want.

The premium hair tool category has grown significantly in recent years. How does GHD continue to differentiate itself while maintaining its leadership position?

We continue to invest in and innovate within our hero category - the hair straightener category - while also developing new categories that support our overall strategy. We maintain our leadership in the premium segment because beauty tech is our sole focus.

All our innovation originates from our Cambridge R&D hub, where scientists and engineers collaborate with professional stylists to develop tools that combine cutting-edge technology with professional-grade performance. We are designed by pros, tested by pros and trusted by pros - and that combination of scientific rigour and professional insight keeps GHD ahead as we continue to elevate our portfolio with new, high-performance beauty tech innovations.

Since joining GHD in November 2022, how have you seen the brand evolve? 

GHD continues to evolve and dominate the market cross-category. We recently launched the GHD speed - our fastest hairdryer to date - featuring breakthrough GHD halo dual-airflow technology. It has been so positively received, with amazing reviews from both the media and customers.

This year, GHD celebrates 25 years of innovation and we have some breakthrough innovation launching later in the year that is set to change consumer perceptions of heat styling.

Innovation has always been central to GHD's identity. Can you tell us more about how it approaches the development of new styling tools, particularly the GHD Speed?

We recently launched GHD Speed, a breakthrough hairdryer that uses Halo Technology (developed over six years in the GHD labs in Cambridge), which enables a lower scalp temperature without compromising on drying, ensuring the device is cool to the touch at all times, while also remembering the user's preferred settings for hyper-personalisation.

With the development of GHD Speed, we felt a revolution in hairdryers was needed, so we started by listening to over 4,000 consumers to understand what they wanted from a hairdryer and to ensure GHD Speed solved real hair-drying pain points. Through this social listening, we found that 87% of people say the quicker they can dry their hair, the better, so that became our goal when creating a new hairdryer. The hairdryer is the number one owned and used styling tool, but the least enjoyable experience, so we wanted to make sure Ghd Speed delivered an ultra-fast output without compromising hair health.

What key shifts are you currently seeing in the hair and beauty market and how is GHD adapting to meet those changes? 

We’re seeing a shift, with consumers gravitating towards high-performance, smart and multi-functional styling tools that deliver salon-quality results at home. This shift is being driven by a rise in self-styling and growing expectations around hair health, due to the increased access consumers have to information, whether across social media channels or through traditional media outlets.

To continue to lead the charge, GHD is investing heavily in innovation, increasing our R&D to accelerate breakthrough technologies, expanding into new styling categories, and enhancing digital experiences through tools like our AI-powered Curl Finder to offer more personalised guidance.

Our goal is to stay ahead of evolving consumer and professional needs by blending cutting-edge technology with authentic hair expertise, ensuring every good hair day is powered by performance and real results.

What role do you see technology - such as AI, smart heat control or personalised styling - playing in the next generation of tools? 

GHD sees technology as the engine of the next generation of styling. It makes results faster, more consistent and more personalised, without compromising hair health.

AI and personalisation will play a growing role in helping people find the right technique and desired finish much like if it were a digital salon consultation, removing the guesswork.

Smart heat control and advanced sensing will continue to raise the bar on performance, delivering precise, even heat and repeatable outcomes, while supporting healthier styling habits as consumers become more educated and more demanding about damage prevention.

This year marks the 25th anniversary of GHD. Can you tell us more about how the brand is celebrating this milestone and what does it represent for the company? 

It is such an exciting time for the brand, with amazing innovation on the horizon. GHD revolutionised the market when it launched its first straighteners 25 years ago, and we continue to invest in superior performance. We have evolved the technology over the years with new and updated versions, which is key to our success.

We have groundbreaking NPD launches planned for 2026, starting with GHD Speed in February, with lots more to come later in the year. We made the strategic move to revolutionise the hairdryer category and increase market share with GHD speed, and are thrilled with the response to the product. The launch was celebrated with 10 events globally, plus an official partnership with BAFTA to showcase the versatility of the tool.

What are your ambitions for GHD over the next five to ten years? 

We plan to continue strengthening our position as a global leader in beauty tech by accelerating innovation through increased investment in R&D, expanding into new categories, and scaling our digital and direct-to-consumer ecosystem.

Finally, what excites you most about the future of the brand? 

Ultimately, our vision is to lead the next era of high-performance, tech-driven styling while continuing to deliver the exceptional results and professional expertise that define the power of a good hair day.