As more women continue to embrace do-it-yourself styling, hair care appliances are proving to be big business, raking in nearly $1.3 billion annually, according to The NPD Group, Inc. Specialty stylers such as curling wands, wavers and rotating tools account for 23% of the market for the 12-month period ending August 2014, a 24% increase versus the previous year.

“Stick-straight hair is no longer the trend. Women and girls are seeking options to smooth, curve, and/or create waves, and preferably with one too,” said Debra Mednick, NPD’s home industry analyst. “Most of the growth in this category is due to trade up purchases. Women are attracted to, and willing to try new and innovative hair styling products, many of which are captured under the styling appliances umbrella.”

In an aim to capitalize on this growth, luxury hair styling tool leader, ghd, is introducing a range of curling tools to give consumers and salon professionals a variety of styling options with the launch of ghd Curve – a collection of two curling irons and two wands designed by a team of Cambridge-based scientists and leading hair-industry professionals.

“These curling tools are in a league of their own,” said Francesca Raminella, ghd North America President, in an interview with Beauty Insider. “The new tools aim to challenge the issue of ‘curve drop’ with our patented tri-zone technology, which features six sensors in the barrel to evenly disburse 365 degree heat. No other hair curling tool has this technology.”

The irons are designed in ghd’s chic, black aesthetic and are available in a variety of sizes so that consumers can select the tool that will work for their specific hair length and desired style. The company’s website showcases several curated videos with instructions on how to use the wands and curling irons to get various looks ranging from Hollywood waves to voluptuous volume.

“Everything from the design of the tools to the packaging is sleek,” said Francesca. “But it isn’t just about the look. Consumers will get a tool that features high-grade professional ceramic, safety features and be able to create salon-quality results.”

The tools in the ghd Curve collection are available for $245 each at ghdhair.com, Sephora.com and premium retailers.