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ALFREDO DE BENEDICTIS FOUNDER | HAIRSTYLIST
Alfredo De Benedictis is an Italian-British hair stylist and salon owner with over 40 years of experience. Since 1989, his passion for innovation has led him to create groundbreaking hair tools that minimize stress on the hair while delivering flawless results. From the iconic Rootpermer and Wellformer of the ’90s to the global hit Babyliss Curl Secret, Alfredo’s mission remains the same—developing tools that protect hair health without compromising style.
Years of styling can take their toll on our hair. You may find that your hair feels dry, flat, frizzy or fragile after styling. Yet we persist. Because it is not the styling itself we dislike, it's the way our hair feels afterwards. And the alternative is not appealing.
For many of us, downing our heat styling tools is not an option. Styling our hair the way we want it gives us confidence and helps us feel pulled together and beautiful.
So, what's the answer? Well, it may surprise you to learn that heat is not the only culprit when it comes to damage from your styling tools. It is how your hair is treated while styling.
In this blog, we will explain why mechanical stress can cause as much damage as excessively high temperatures, and how to reduce hair breakage by using the right straightener.
The KEEO Genius Pro+ is a new breed of hair straightener, designed to cause less stress on the hair, resulting in less breakage, dryness and frizz. More on that later. First, we're going to explain why heat styling can damage your hair, even at low temperatures.
Heat styling with a traditional straightener not only exposes the hair to heat, but it also involves a significant amount of friction.
Even if your hair straightener is expensive and marketed as ‘hair-friendly’, most traditional heat-styling tools require repeated passes and do not counteract the effects of snagging and clamping.
As such, your hair can end up feeling drier, flattened, frizzy or brittle after styling.
Why not check out our recent results helping women across the UK (and beyond)
The hair styling industry is heavily focused on the damage caused by heat , with most brands espousing minimising exposure time and reducing temperature. They aren’t wrong, and we advocate both measures. But they are missing a huge piece of the puzzle - mechanical stress.
There is comparatively little talk of the tension caused by clamping and dragging hair through a straightener, or the impact it can have on the hair shaft.
“Heat and chemicals are often the first things we blame - and for good reason. But another major cause of damage is mechanical tension: pulling, clamping, or dragging the hair with tools or styling methods that apply too much physical force. Over time, this tension weakens the cuticle, leading to breakage, thinning, and frizz - especially in fine, ageing or hormonally fragile hair.”
That’s why the KEEO Genius Pro+ is different. It offers users not only temperature, but also tension control.
We believe it is these two elements - temperature and tension control - that you should focus on most when buying your next hair straightener. Beyond the price, reviews, and recommendations, here is a quick checklist to evaluate before purchasing.
There are pros and cons to each style, so consider maintenance and whether it’s a match for your hair type.
| If your priority is... | Look for... | Why it matters |
|---|---|---|
| Less breakage during styling | Lower tension and smoother glide | Reduces snagging, dragging and repeated stress on fragile strands |
| Better control for fine or fragile hair | Adjustable heat and adjustable pressure/tension | Lets the styling experience match the hair type more closely |
| Less dryness after styling | Even heat distribution and fewer repeated passes | Helps reduce cumulative stress from overworking the same sections |
| A smarter alternative to traditional straighteners | A tool designed around treatment, not just temperature | Changes the buying decision from “how hot?” to “how gentle?” |
Brands such as GHD, Cloud Nine, and Dyson have dominated the heat styling landscape for years. Each has built strong brand loyalty by understanding its customers and offering innovative technologies.
KEEO was designed to treat your hair with more care, regardless of hair type. We thought about every aspect and have even improved on the standard KEEO Genius by introducing variable temperatures.
Features include:We’ve had reviews from women of all ages with damaged, bleached, and thinning hair who all say KEEO is the best straightener they have tried.
KEEO is the heat styling tool for you if:
We believe you will love the KEEO Genius Pro+ so much that we support our customers with a 30-day risk-free trial and a 2-year warranty.
Try your KEEO Genius Pro+ in your day-to-day life for 30 days, and if you aren’t completely satisfied, you can return it through our returns portal for a full refund. Following an inspection of the returned product, your refund will be processed within 10 business days.
If you are experiencing more damage and your hair looks or feels worse after styling, it may not just be the heat. The tension, pulling, and number of passes required can all take their toll.
So, if you don’t like how your hair feels after styling, consider investing in your long-term hair health with KEEO.
While lower heat is typically safer for hair than high temperatures, it does not necessarily mean less damage. Other factors that affect the level of damage caused by heat styling include:
The heat, repeated passes and friction from the plates can all leave your hair feeling dry or frizzy.
If your hair is already dry, heat can exacerbate the problem. That’s why it is so important to maintain a hydrating and moisturising hair care routine, suitable for your hair type, prior to heat styling.
Mechanical stress refers to the physical strain placed on hair during styling. This includes clamping, pulling, snagging and the overall level of tension caused by the plates.
Yes, KEEO is designed to be gentler on fragile strands, with up to 70% less tension and no ‘clamping’, making it well-suited for thinning or menopausal hair.
Yes, breakage can still occur if the tool creates too much tension or requires multiple passes over the same section. Residue on the tool, or styling wet hair even at relatively low temperatures, can cause heat damage.
Fine or fragile hair that snags easily should be handled with extra care. Look for a straightener, such as the KEEO Genius Pro +, that allows hair to glide smoothly without pulling or snagging. View our results section here.
Yes, the KEEO Genius is designed to style hair with less stress, helping to reduce the risk of further damage during regular use.
