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Revolution in hair straightening with FreeStyle from Upgrade

The new Freestyle straightener, from Italian brand Upgrade, is transforming the concept of the professional straightener. And we’re here for it!

Contrary to conventional straighteners that open and close with an inevitable heat loss, FreeStyle is equipped with a central opening through which the hair flows. This innovation guarantees a constant optimal temperature during straightening with perfect, long-lasting results.

FreeStyle straightener info

As no pressure is required to close the straightener, the hands can now move freely on each strand, big or small and thus getting perfect smoothness or a natural wave is much easier and faster. A cutting-edge solution that simplifies styling and does not put a strain on your wrist. The anti-slip and anti-scald grip ensure maximum comfort during use.


  • Tourmaline, ceramic-coated, titanium fixed plates
  • Plate dimensions: 95 x 25 mm
  • 160°C to 220°C temperature adjustment button with digital display
  • Increased MCH ceramic resistance for a more consistent temperature during use
  • Double voltage (110-240 V)
  • Switches off automatically after one hour of inactivity


  • Salon cost: £82.13
  • RRP: £135.00

A brand you will love

New to the UK, Upgrade has been developed by hairdressers, for hairdressers. At the heart of Upgrade is Luri Roselli, an internationally renowned hairstylist who has been working with the company to develop products and training since 2010.

Luri has worked as a trainer for some of the most famous names in the industry, such as L’Oreal, Academy, Sassoon Academy and Llongueras. He has been backstage at beauty contests like Miss Italia and Miss World and worked at Fashion Weeks in London, Paris and Milan.

As a brand, Upgrade believes that beauty comes from the heart and creativity comes from you – the hairdresser. Caring for both the professional and their clients, this new range of stylers are ergonomically designed to care for the hairdresser’s health.

With the Upgrade line, every professional may become true hairstylist earning more knowledge, health and time. Moreover, the professional will have access to new and exclusive techniques. The brand also offers a wide range of professional hair tools including InfraRed stylers, curlers and wave tongs and ultra-lightweight hair dryers.

Visit to become an Upgrade stockist.

To learn and see more, join the Upgrade movement and follow #MADEWITHLOVE #MADEWITHUPGRADE

For more product news, click HERE.


Respect is a hub for UK hairdressers of all ages and stages to find out what We LoveWe Hear and We See as the best product launches, styling advice, hair tools, education training and seminars and hair shows! Sign up to our newsletter which is sent fortnightly direct to your email, so you stay up-to-date with salon styling information, trends in session work, advice on presenting on stage or progress in educating – whatever your interest, whether you’re a trainee or creative director, an educator or team leader, you’ll find all the opportunities and ideas on

We love hairdressing; we see and we hear how you can become the best hairdresser, colourist and salon owner possible. Contact us if you’d like to know more about us. If it’s worth talking about, you’ll read it here.

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