KEEO Genius Pro + straighteners review: “It felt like I was using them wrong… in a good way”

RRP at time of testing: £299 | Check price at KEEO or  Amazon

KEEO Genius Pro+ review: my verdict in brief

The KEEO Genius Pro+ is a £229 hair straightener that takes a different tack to most. Instead of just blasting heat, it focuses on reducing the pulling and clamping that can rough up your hair over time.

On my thick, needs-four-sections hair, it left things smooth and tidy with far less tugging than I’m used to. The trade-off is speed - you can’t rush styling your hair in the same way you can with ghd Originals.

They’ll suit anyone trying to be a bit kinder to their hair but if you like a quick, firm, one-pass finish, you might find yourself getting impatient.

How I’ve tested the KEEO Genius Pro+ straighteners

I’ve got thick hair. Not just thick strands, but a lot of it. The sort that needs dividing into several layers when styling otherwise you miss bits and end up with that slightly frazzled underlayer hiding underneath.

I’ve also been using ghds since they were the thing to have at high school in the 00s. I’m nothing if not loyal, and probably a bit stubborn with it.

So this wasn’t a casual swap. I used the KEEO Genius Pro+ for over a month as my main straightener. They’ve been used on freshly washed hair, second-day hair and rushed weekday mornings when I’m trying to get everyone out of the door without losing my mind.

The brand is consistent throughout the product - including on the packaging

KEEO Genius Pro+: what’s in the box? 

Just the straighteners and a heat-proof mat, which I actually appreciated more than expected. It saves having to balance them between my knees and risk burning my thighs when sectioning my hair. 

What makes the KEEO Genius Pro+ different from other straighteners?

The big difference is how it handles your hair. The plates are slightly curved and don’t clamp down in the same way as traditional straighteners. There’s also adjustable tension. Given I’m not used to this, I went straight in on the stronger setting because my hair isn’t exactly delicate. 

The first time I used them, I actually stopped halfway through because it felt like I was using them wrong… in a good way. There’s so little resistance compared to what I’m used to. Once you get your head around it, it’s quite nice. Especially if you’re used to that dragging feeling when you’re rushing.

The flip side is that you can’t just fly through your hair. It’s more of a steady glide than a clamp and go situation. Slower, a bit more deliberate.

There are three heat settings rather than a dial. Personally, I just went straight to 210°C and stayed there. Old habits die hard for this millennial. 

The design of the KEEO Genius Pro+ is sleek, making it easy and comfortable to grip while styling

How does the KEEO Genius Pro+ perform on different hair types?

• Fine or fragile hair: I don’t have this hair type, but I can see the appeal. It feels very gentle. No pulling at all, which would be a relief if your hair is prone to snapping.

• Thick or coarse hair: This is where I put it through its paces. It works, but it’s not quick. I still had to section my hair into four, and I needed the highest heat. The finish was smooth, but I had to go slower than I would with ghds.

• Curly or frizzy hair: Frizz around the front was noticeably calmer, which is usually the bit that gives me away. I did sometimes go over sections twice to get that really sleek look.

• Colour-treated or damaged hair: What stood out here was how gentle it felt. Less pulling, less stress on the hair. Over time, that’s got to be a good thing if you’re trying to grow your hair or avoid breakage.

(Lets pretend I'm at my vanity table and not sat in front of a big mirror on the floor in my living room)

Before and after | This review has proven I'm overdue a hair salon visit, if anything

Design, build quality and ease of use

These straighteners are a good-looking tool. Sleek, minimal, with a blue light and a little jingle when you turn it on. Slightly unnecessary, but I’ll admit the light is handy when you’re halfway downstairs wondering if you left them on.

The cord is long, which makes a difference when you’re twisting around trying to get the back sections.

The on-off button took some getting used to. It’s flat, and out of pure muscle memory I kept swiping for it like my 10+ year old ghd Originals. I did catch my thumb on the plates a couple of times. Entirely my fault, but worth mentioning if you’re as set in your ways as I am.

Heat is controlled with a button, cycling through the settings. Simple enough, just not especially flexible.

The auto shut-off after 35 minutes is reassuring. Particularly if your mornings are anything like mine and you leave the house already second-guessing everything.

These straighteners are the world's first to offer both heat and tension controls

KEEO Genius Pro+ vs GHD Platinum+ and Cloud Nine Original

This is where it gets interesting. The KEEO Genius Pro+ sits alongside ghd and Cloud Nine price-wise, but it feels completely different to use. 

My ghd Originals are quick, firm and efficient. You clamp, glide, done. KEEO’s are softer. Less grip, less tension, more control needed from you. They’re kinder straighteners, but they do ask for a bit more of your time.

Frequently asked questions about the KEEO Genius Pro+

Is the KEEO Genius Pro+ worth the money?

At £229, these straighteners are firmly in premium territory. It makes the most sense if you’re concerned about hair health or find traditional straighteners pull and snag. If your current tool works perfectly and you’re not noticing damage, though, it’s harder to justify.

What heat settings does the KEEO Genius Pro+ have?

It offers three fixed settings: 190°C, 200°C and 210°C. There’s no dial for more precise control.

Can you curl hair with the KEEO Genius Pro+?

Yes, the curved plates make it easy to create loose waves. The lower tension actually helps the hair move through the plates more smoothly when curling.

I often wear my hair curly or wavy and these straighteners have been just as good at styling

Is the KEEO Genius Pro+ good for fine hair?

They’re likely to suit fine or fragile hair well because it doesn’t tug or clamp tightly. From my testing on thick hair, the reduced tension is very noticeable.

How long does the KEEO Genius Pro+ take to heat up?

The straighteners heat up quickly in use, roughly in line with other premium straighteners, though there’s no exact timer displayed.

Does the KEEO Genius Pro+ turn off automatically?

Yes, it switches off after 35 minutes of inactivity.

Before and after, bonus points for spying my baby hairs

Final verdict: should you buy the KEEO Genius Pro+?

The KEEO Genius Pro+ straighteners take a slightly different approach to hair styling. Instead of focusing purely on heat, this hair styling tool is designed to reduce the physical pulling that can contribute to breakage. At £229, it sits alongside ghd and Cloud Nine, but it won’t suit everyone.

It’s a strong choice if your hair catches easily, you’re trying to be a bit kinder to it, or you’ve noticed breakage from regular styling. It’s less ideal if you want speed, a really firm clamp, or higher heat for very thick or stubborn hair.

If you’re open to changing how you style your hair and want something that feels noticeably gentler, it’s worth considering. If you’re a die-hard ghd fan who values speed above all else, you may not be fully converted.

About the author

Rebecca Roberts is a writer, editor, and content marketing expert hailing from Leeds. Here at Mumsnet, she commissions, writes, and edits to bring parents content designed to make life easier. After birthing and breastfeeding two babies in two years, Rebecca knows first-hand how hard it can be to give yourself some selfcare and TLC. Which is why she’s on a mission to find only the best beauty products out there. 

Beyond her role as an editor here at Mumsnet, Rebecca can be found balancing life as a working mum of two toddlers and when she’s not at her desk, you’ll likely find her at a PTA meeting, in her local coffee shop or walking two dogs up and down country lanes.

About Mumsnet Reviews

All Mumsnet product reviews are written by real parents after weeks of research and testing. We work hard to provide honest and independent advice you can trust. Sometimes, we earn revenue through affiliate (click-to-buy) links in our articles. However, we never allow this to influence our coverage.

All prices are correct at time of publication.

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