I have always loved and trusted Sedu irons. I bought this one as an upgrade from my 4 year old wide plate version even though it is still alice and kicking. The heating power of this tool is amazing and the styling options are incredible. I have curly ethnic hair (blaxican) this tool glides through my hair without snagging or damaging my ends. Totally worth it.

I love this flat iron, it works great every time and my hair is shiny and manageable. Heats up fast! I have no idea if it is less damaging, but it definitely gets the job done!

I was initially very skeptical about how much of a difference an expensive flat iron versus the drug-store type would make, but now I'm a complete convert. It really does make a huge difference!
I couldn't be happier with this flat iron -- it completely changes the texture of my hair. My hair goes from frizzy to shiny and smooth in minutes. It heats up fast, doesn't feel harsh on my hair, and has a super long cord. The shape of the iron also makes it really easy to turn the ends of my hair under or flip it out.
It's definitely an investment, but worth the money if you flat iron regularly.

very quick to heat up. Straightens my very curly/frizzy hair in just a few swipes. Doesn't feel like i am completely scorching my hair. Definitely worth the money!