"Oh 'eck" we hear you say, and you'd be right. Being a true Yorkshire company, the story of GHD (or Jemella Ltd are they are known on a Sunday) is based on hard work at t'forefront of global haircare.

It all started when the rest of us were just getting over our millennium celebrations. As the collective hangovers cleared, few people were aware that a revolution was just taking place, an uprising in the hair care world that was to banish bad hair days for good and create a movement that would go on to become, in time, a new religion for hair!

When the first ceramic hair straightening iron was arrived in the UK, nobody had ever seen anything like it. Being an ex-hairdresser for a top salon, Robert Powls, the man who happened up this prize possession, knew a lot when it came to hair. Convinced he was onto a winner, he and two business partners acquired the rights to the product, called it the good hair day ("ghd") hair straightener and began trading.

To begin with, most hairdressers thought they were joking when they promoted the with a retail price of almost ?100! However, before long ghd was racking up column inches worth of praise from leading beauty editors and stars of the silver screen. As the gospel according to ghd spread, so did demand. Legend has it that crazed customers were thumping on the warehouse doors, trying to bribe the staff and even attempting to break in ? just to get their hands on a new pair of hair straighteners.

With virtually no advertising spend, ghd had achieved iconic status in an incredibly short period of time. People who owned a ghd worshipped it and firmly believed that their new hair iron was capable of miracles.

Since those halcyon days, ghd has become one of the world's most respected brands, earning awards left, right and centre. Numerous ghd products were launched off of the back of the ghd hair straightener, including the ghd salon styler (often nicknamed the "ghd wide") and the ghd mini styler (which was the first ghd aimed at the men's grooming market). More recently, the pink ghd, limited edition pure / dark and now the Christmas Purple gift set have seen ghd establish an almost unassilable position at the top of the now burgeoning market for professional hair straighteners. There are now many imitators, but none of them have come close to matching, let alone surpassing, ghd as the best and most trusted brand of hair straighteners in the world!