Some of the reviews on here, are kinda scary because they are giving you the wrong information about this product.This is the brilliance straightener, it's the same exact thing that they sell in the mall for $80 and on their website for $120+This is a excellent product and I have been buying it for at least five years now. I even have the older model of their straightener and it still works great.This is my first time buying brilliance off of amazon, which I was just as skeptical at first too. But fear not, your getting a huge deal!Think about it this way, ever go to the mall and have one of the floor venders try to sell you this?First the price is high but then they say that they will lower it just for you?This straightener probably for them is cheaper to make but they make commissions off of what they sell, kinda like Avon, Mary Kay, pamper chef etc.Anyways I love this product and I will for sure recommend it and buy from here again. It does it job, I love the fact that I can curl or straighten my hair and that it takes me less time with this because I got "thick hair probs" but it works amazing. I have done hair for other people even with thin hair who have issues holding a curl.. and let me tell you! This will Hold! Obviously use hair spray too but the curls itself hold by themselves for at least a good 3 -4 hours.So ignore all the crap reviews, maybe they got a bad straightener it happens, but mine was fine. If anything return it and I'm sure they will replace it. Read more

I decided to give this the ultimate review...my diva 8 year old's opinion. I have a ceramic straightener that I've needed to replace for awhile now. I use it for special occasions (you know, things that dont involve, say, grocery stores or the like) and it doesnt flow smoothly through my hair, so I purchased this to replace it. I have an 8 year old with long, blond, curly/wavy hair, who believes that she was meant to have straight hair. Many an evening is spent begging me to straightener her hair (it's 2nd grade, I have no idea why it is so important, but it has been since kindy!) So last night, I pulled out this hair straightener to try on her (who knows when the next exciting outing leading to my needing a hair straightening might be. I have a couple of parent/teacher conferences for my kids in 2 weeks. That probably would have qualified lol) Anyway, at first glance, this cheap purple ceramic straightener I bought a few years ago may seem more fancy. It has an "electronic screen" (pretends to tell the temperature on a small grayish screen with rudimentary calculator like numbers, that always read the same), where this brilliance New York has a small spin dial (I might also add, my old went up to 370°, this dial goes up to 425°), also, my old one has a button on the side to turn it on (which you usually had to push several times to get it to come on), while this has an on/off switch. So, I set about straightening my daughters thick hair which goes half way down her back. I will say, that even at 8 (she turned 8 two weeks ago), even SHE noticed that this was hotter than the old one, so it is definitely reaching the promised temperature. I straightened her hair, and let her look in the full length mirror. She was DEFINITELY a fan! She couldnt quite put her finger on what it was, but she kept saying her straight her hair looked, how their were no hairs sticking out (flyaways), and how it looked so soft, shiny and perfect. She then tried to convince me my old one worked fine, and that I should give her this one lol (she doesn't even do her own hair??? But wanted it for herself!). So, bottom line, my barely 8 year old could tell a huge difference on her somewhat coarse, curly/wavy, long hair. I cant wait to see what it does to my shoulder length, medium thickness, fairly straight (I straighten for smoothness) hair. I definitely recommend this, and can say with confidence that with something as important as your hair, you are definitely worth the extra few dollars to get quality. I know my former straightener was somewhere between maybe $15-$20. Our hair is one of our biggest statements and first thing people see, and having it look it's best, I've learned from this awesome straightener, is definitely worth making the right choice, a choice based on quality, not cheapest in the barrel. Plus, this feels like it is going to last a long time! Thank you for showing me the way to better hair! Read more

This item is DANGEROUS. I have had it for about a year and a half and this morning had two small hot plate pieces crack off and fall ONTO MY LEG. WHILE 450 DEGREES! I've owned hair straighteners for the past 15 years and this has never happened!! I currently have a burn marks, which will turn into scars. Do. Not. Buy. This. Product!! If it happened to me after a year and a half, it can definitely happen to you! Read more

I bought this product after getting a sample of the product at our local mall. They were asking a whooping $300 for the hair straightener alone! I was shocked and declined the offer. I went home and did some research and found the same exact product here on Amazon for nearly 8 times less! I was so excited! When is arrived I was excited to try the product! I was shocked at how it worked exactly the same as the product I was shown in the mall! A friend of mine had bought the one in the mall and we compared them and it was exactly the same, I just got a great deal on it! Read more

Worse hair purchase ever! This will snatch your hair out with every press. Beware. Read more

This is the best flat iron I have ever owned. I have curly hair, and it straightened my hair with ease and little effort. It is supposed to curl also, my 1st try the curls came out great but didnt last too long. In reality i bought it for straightening and that it does marvelously well. I highly recommend it, it leaves my hair silky smooth, shiny and healthy looking. I Love it!!! Read more

Smooth, silky, straight hair every time. I have thick curly hair and sometimes it's a pain to straighten my hair because I would have to smooth the same section of hair multiple times to get it smooth and straight. This flat iron delivers straight, smooth results with just one or two tries (depending on sectioning size, and coiliness of hair). I only straighten my hair once a month to reduce damage. Read more

This is my daughters and I favorite straightener. Makes your hair smooth going over once. This is our second one. First one we bought in the mall for around $100. It got dropped twice and the plates broke. This one we bought through here has been working excellent and luckily hasn’t been dropped. I have coarse hair that ends up frizzy. I take about an half inch piece of hair or a little more and only have to go over it once. It’s a beautiful result while not having to damage my hair. Read more

La amo ya es la tercera vez que compro esta marca de plancha desde hace 9 años!! Definitivamente la mejor ! Read more

La plancha llego antes de lo esperado. Y sorpresa !!! Para conectarla use un adaptador europeo. estoy encantada con los resultados en mi pelo- la recomiendo 100x100 Read more

Das Gerät verfügt lediglich über eine maximale Hitze von 230Grad obwohl in der Anzeige eine Abbildung zu sehen war, auf der es 450Grad hieß. Read more

Love this product. Leaves hair soft and healthy looking. Excellent customer service from supplier. Read more

Been using this straightener for over 5 years had to buy a new one because I love it so much , my old one still works great . The best !!! Read more