Why you shouldn't  buy a Sedu Ceramic Hair Straightener!

The information on the Sedu Hair Straightener has just been updated as the author of the site has uncovered some information on this product.

Formally known as the Sedu Ionic Ceramic Tourmaline Hair Straightener|Flat Iron (Now that's a mouthful), this is a product that has been highly touted by it's promoter - Folica Inc.  When reading through the Sedu Hair straightener information on their website, you will see the logos of the magazines it has appeared in - Allure, Women's World and Beauty Launch Pad. While they may have appeared in these magazines, it has been rumored that these were paid advertisements, not unsolicited feature articles or complimentary product reviews.  While we can't confirm this, we can tell you that the product manufacturer and Folica Inc, will not respond to repeated inquiries about this.

The Folica Inc, website also states that the Sedu flat irons were a huge hit at this years Emmy Awards and the 2006 Fashion Rocks Week. And while the Sedu products may have been backstage at these events, in the celebrity gift baskets, these are definitely paid placements. 

Finally the site also claims that the Sedu straightener is preferred by top hair stylists around the world.  We can't find anything to substantiate that claim.  Not only have we been unable to find top hair stylists that use the Sedu hair straightener, we can't find any hairstylists that use it.

This begs the question; Why would Folica be promoting this product?  Because Folica Inc., has an exclusive online distribution agreement with American Beauty Supply - the manufacturer of the Sedu line of Products, which means they don't have to competitively price their products.

We do understand that it's just clever marketing and completely legal, but it is still misleading.  And in all fairness, this doesn't speak to the quality of the product.  But the fact that an online beauty store has an exclusive agreement and may even own a product they are selling, is not only a conflict of interest, it calls into question all the information about that product.

As a result, we can't recommend this product.

Make sure to check out the Best Hair Straighteners section before making any final decisions.

Below is a break down of the different Sedu Hair Straightener models:     

U.S. MODEL  There is a 1" and a 1.5" version of U.S. Sedu Ceramic Hair Straightener.

U.K. Model (Three Pin Plug) The United Kingdom model of the Sedu Ceramic Hair Straighteners also has 1" and 1.5" version available.

Euro Model (Two Pin Plug) The European model of the Sedu Ceramic Hair Straightener also has a 1" and 1.5" option available    

Materials

• Ultra Lightweight/High Strength ceramic aerospace composite making the Sedu Ceramic Hair Straightener easier to work with.
• Tourmaline plates (Tourmaline is a very unique form of crystal).

Features

• Adjustable Temperature Range: 240° F - 410°F 
• Swivel with a 9 foot cord (prevents tangling).
• Two Plate Widths: 1" for short hair and 1.5" for medium and long hair
• IDCI Plug to prevent electrical shocks
• 1 Year Limited Warranty

Technology

Negative Ion Generation - The electrical properties of Tourmaline naturally create a negative charge, thus creating negative ions. The Tourmaline plates harness these properties to produce negative ion generation.  This technology enables the Sedu Ceramic Hair Straightener to straighten the hair.