Rated 3.28 out of 5 stars
Most Helpful Positive Review Does What It Claims
My previous iron was a BaByliss Pro Nano (also from Ulta), but it was $30 more than this iron, and very lackluster in comparison. My biggest gripe is that it didn't have an auto-shut off, and me being careless, would hit the wrong button, thinking I had turned it off, but I'd end up leaving it on all day. So that brings me to why I wanted to purchase a new iron, one with an auto-shutoff. It didn't have to be better than my previous one, I just needed an auto-shutoff so my house didn't explode.
I didn't really expect a whole lot from this, since it didn't have a ton of reviews at the time, but it exceeds my expectations. My previous iron would leave my hair with some frizz still, and the split ends were out of control, but the GoldPro smooths out EVERYTHING. My hair feels like I have just gotten a fresh haircut, every time I use it. It's so incredibly soft compared to how it usually feels, and my ends no longer look butchered. Like usual, I have to straighten it, wait a bit, and straighten it once more, but for the first time ever, my hair actually stays straight and smooth after the second round.
The plates glide very smoothly, with no tug if you don't straighten too much hair at a time. The tip of the iron is perfect for reaching the top of the roots, so it gets everything. I can't stop touching my hair, the silkiness is insane. I hope that the softness isn't caused by a special "plate coating" that will wear off over time, I'll update in the future if that seems like the case, but for now, I love this.
The button control is in a great place, so you don't accidentally press any while straightening. It has an auto-shutoff option that initiates after an hour, but I haven't needed to utilize it yet, since there is a very distinct "beep" when you shut it off, so I haven't carelessly left it on yet (and it's been a few weeks). 10/10 would recommend to anyone, I'll be sure to come back and edit this if there are any changes, but it's currently a godsend.
Most Helpful Critical Review Do NOT recommend
I just want to start off by saying I am not the type to normally write reviews, however, I am really disappointed in this flat iron. I ordered this iron online because it was part of the 50% off special and was super excited to try it as my stylist recommended this brand to me. The iron worked GREAT for my thick/coarse hair and I got lots of compliments on how shiny my hair looked. Unfortunately after less than only THREE months of normal use, it completely stopped working during the middle of doing my hair. Now, since it is is past the 60 day period, I can only receive store credit. Spend your money elsewhere.
Reviewed by 83 customers Great
JS from Georgia
I like the low temperature settings. It helps me smooth and style my hair.
Update on my other review
Marolie from PR
It does leave hair soft and heates up really fast but hair doesnt stay sleek. Straightens hair but gives it poofy volumized look that i dont want with a flat iron. Considering returning as this was expensive and dont like the hairs end result
Why so expensive
Marolie from Puerto Rico
It really makes your hair super sleek and shiny. People r saying here that this flat iron dies quickly within 1 yr. I will wait and see. If that happens ill never repurchase
DO NOT buy...lasted just over a year :(
Boy mom from Iowa
I really liked this flat iron initially, especially because of the temp control. However, just over a year after purchasing it started acting up. First the digital display showed only parts of the numbers intermittently. Called Bio Ionic customer service at that point- was told it was outside of warranty and was issued NO advice on troubleshooting. Very rude customer service. Then it switched itself to C and I had to research how to switch back to F because it was not in the included instructions, and even then it took many hours to figure out. And now, it just turns itself off every 30-60 seconds and won't turn on for hours or days at a time. For this price- it's JUNK!!!!!
Wouldn't turn on after a year
Sarah from Alexandria, LA
I got this straightener a year ago for Christmas. I was told at ulta that I had a warranty on this straightener, but I didn't think much about it because of how much it cost. Sure enough, after a little over a year or having it, it just wouldn't turn on one day. I looked online because I remembered I had a warranty, and the warranty only covered up to one year. Terrible straightener. Will not be buying from this brand again. My Paul Mitchell straightener still works after having it for 5 years.
Don't do it
AJH from CA
Straightens well and I loved that it shuts off on its own but it stopped working after a year
The absolute best!
Alyssa from Brooklyn, New York
I actually received this straightener as a gift and am so glad I did. This straightener has quickly become my favorite hair tool! I'm actually extremely surprised seeing so many reviews stating others haven't been as fortunate as their bio ionic straighteners have "stopped working". I've had mine for well over a year and I use it nearly everyday and have not had any problems. I recommend this straightener to everyone as it leaves your hair perfect every time. I swear this iron leaves my hair perfect no matter the weather (humidity, rain, etc.)
Stopped working after just over a year.
LA from WI
I have thick, coarse, wavy hair. My stylist recommended I try this product, and initially, I had great results. Over time, however, I found I had to do multiple passes, and my style just wouldn't hold the same. It damaged my medium length hair to the point that I recently got it cut to shoulder length and layered up to get rid of most of the damage. And, the iron quit working after just a year. I have been mostly homebound, and only straightened my hair when going out, which was not very often, so I don't feel I got my money's worth from this product. I have have used much less expensive products, much more frequently over several years, without having hair damage, and those products lasted forever.
Great product INITIALLY but doesn't last long...
Reesa from Connecticut
I randomly came across this flat iron at my local Ulta a couple years ago and decided to give it a try. I had been using a Paul Mitchell flat iron for years and was due for a replacement. I loved this flat iron and it was perfect for my thick, wavy, frizzy hair. Fast forward to about 9 months later and it just stopped working. I don't flat iron my hair daily and maybe used it twice a week so as you could imagine I was a little disappointed. So I went back to ulta and received store credit and after trying a few others that I hated, I decided to give this one another try. What are the chances it would break again?...and now I am writing my first review ever. The second one I purchased has stopped working and I have BARELY used in the last 4 months due to shoulder surgery so you can imagine how angry I was yesterday when I was finally able to blow dry my hair (as crazy and huge as it was afterwards) and I plugged my flat iron in, it turns on, heats up and then it shuts off. Never to turn back on again. I always loved the results I got from this flat iron but now that two have broken, I won't even consider a third. Spend your money elsewhere or risk a broken flat iron mid hair routine.
I've gone through 4 of them!! DO NOT BUY!
NikkiB from North Branford, CT
I do not normally write reviews but I am sooo disappointed, I wanted to share with others. I have always purchased bioionic products and loved them. The old straighteners used to have a 5 year warranty and they honored it- which was great. But now the gold series have a one year warranty. The first one I purchased died- stopped heating. So I went through the warranty and got a brand new one. Shorty after the SAME thing happened! So I purchased another thinking it was just coincidence. Nope! That one did the same thing! So my hair dresser gave me her new one to use-- 3 months later it did the SAME thing! I am so upset with bioionic- clearly it is not coincidence. And I know it is not my electrical outlets or the way I handle the straightener.
I really enjoyed this product but am dissapointed in quality
Amanda G. from Denver, CO
I used this product to straighten my fairly course and thick, long hair. I purchased this product in September 2017 and it broke this past weekend, March 2019, and will not turn back on. I used my GoldPro smoothing & styling iron 3-6 times per month and it worked very well compared to previous tools I have used. This was what I thought to be a good purchase and great investment, but turned out to be very disappointing. I preferred the quality of this brand and product, however I am hesitant on purchasing another, possibly more expensive Bio Ionic smoothing iron because I am afraid I will have the same experience. There is a one year warranty which I have just gone over for this product, and 5 year warranties for other more expensive products. I wish that I could have recommended this product to others because it worked very well. However, compared to how long this iron and other brands of irons have lasted me, and considering the price, I cannot recommend this product.
Lasted only 2 years
Tustle from Michigan
I would not recommend this one. First one I bought the plates came apart within a month so I returned it for a new one. The second one died in 2 years. Would not recommend if you want one to last.
Kgrubbs from Riverside, Ca
I bought this straightener and it broke after 2 or 3 months, just stopped working (screen went black, no heat), went to ulta had it replace and it happened again to the other unit. So mad I didn't even attempt to replace.
Bb7510 from San Antonio
For the price you would think it would deliver great results but nope safely disappointed, I live in Texas and the humidity is awful my hair frizzed right back up after using this, my nume flat iron worked much better I'll be sticking with my old flat iron for now until I find something amazing
maimee79 from Philadelphia
I made out better than many on this page, but mine only lasted a little over a year before it just stopped working. for this price, that's just not acceptable.
First straightener I have kept
Karen4 from Washington mi
Works great on my thin hair.
notsohappycosmograd from tn
I got this in my kit for school in the last year I have went through 3 of these and my last one adjusted the temperature on its own it went from 290 to 410 and melted my clients hair. I like my Remington way better and for half the price.
Great Flat Iron
Lacie from Texas
This flat iron makes hair silky smooth, it heats up fast, & has a high heat setting. You can't go wrong. 💁🏼♀️
Stopped working after 2 months
Meg from Michigan
It was great until it just wouldn't turn on after 2 months. I took it back.
I would recommend this product
Amy from Woodland Hills, CA
I use this product almost every day
Just why did it have to stop working so soon
Yulissa from Lovejoy
I really loved this straightener! It kept my hair smooth all day long and straightened my hair so fast but it suddenly did not want to cut on again after 6 months of having it and for the price I just expected more from this. Thinking if I should waste $35 to exchange it or waste my money on a new straightener....
I love it, Its amazing.
Dhangsky from Texas
It takes 5 minutes and you done. This product is absolutely amazing.
noelaa from CA
Hi! I got this as a gift in January not even 6 months later and it stopped working. It worked great up until it stopped working. Reading reviews on other sites I guess this is a common issue with this product. I'm so disappointed and since it's been so long I can't even return because I threw away the box and receipts. Save your money!
Loved it, until it stopped working
LRR from Knoxville, TN
Bought this flat iron in July, and absolutely loved it after the first few uses. It didn't snag my hair as much as other flat irons did, and left my hair incredibly shiny and smooth. My hair smelled a bit burnt after the first few uses, but I attributed it to the heat setting being too high, which is my fault, not the iron's. Today, I went to use it on my hair and as soon as I put it on a section of my hair, that section burnt to a crisp and fell out. Then, the iron completely shut off and won't turn on anymore. What was weird was that the outside of the iron continued to keep its heat, but the buttons wouldn't work and the plates started cooling down. Clearly this is an manufacturer's issue, but the warranty doesn't cover electrical shortages, which I'm sure is what they would tell me this is. The 1 year warranty from the manufacturer requires you to send the iron in with your receipt and $35 for them to inspect it. If they decide it's not covered under the warranty, you are out an additional $35 and no new flat iron. I called ULTA customer service explaining the issue, and they sent me a copy of my receipt and told me I could take it back to my local ULTA store, no problem. Hoping I have no problems when I take it back to the store later!
DIED AFTER 6 MONTHS!
Nicoleanne from Visalia CA
I absolutely loved it while it worked but now it won't even turn on. I tried to take it back to the store to see if they could help me, I've been a platinum member for years and just wanted an exchange! But now after reading so many reviews with the same problem I would rather them just give me a store credit! Hopefully customer service will be able to help me, or I might just give up on ulta all together.