In their 17th year of pink campaigning for breast cancer awareness, ghd evolve 2020’s successful TAKE CONTROL NOW story with eight new muses speaking to the importance of the simple yet powerful ‘self-check.’

With a largely female audience ghd is deeply connected to the cause, each year bringing forth new stories, ambassadors and ideas to ignite preventative measures in women around the world.

In 2021, the professional heat styling pioneers invited four young women who have never self-checked to read the intimate stories of breast cancer patients, as passed on – in-person -by the loved ones effected. These messengers included a mother, Lesley on behalf of daughter Hatti; Medinal, whose younger sister Nadia has been diagnosed; a husband Asad on behalf of his loving wife, and a lady called Jen who has been living with breast cancer for 10 years.

As shown via the emotional campaign film below, the touching true stories strike a chord with each and every non-self-checker, resulting in each vowing to breast-check, monthly, as part of their at-home regime.

To date, the brand has raised $20,000,000 for breast cancer globally … a figure currently expanding with $20 from each 2021 limited edition (pink) tool to be invested in the National Breast Cancer Foundation.

And we’re predicting an impressive result courtesy of, dare we say, the best limited edition exterior yet. This years’ pink reflects beautiful rose with tonal metallic accents and a sweet reminder to ‘TAKE CONTROL NOW’ etched into the handle. The lust worthy finish applies to everyone’s favourite ghd Platinum+ (receive a bonus matching clutch!), the ghd Helios and Dual-Zone icon – the ghd Gold Styler.

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