"Your hair consists of three kinds of bonds. Putting your styler at the hottest temperature is not the key to getting your hair how you want it.
"You don't need anything above 185 degree celcius, because using anything above that creates vertical cracks along the cuticle, causing the cuticle to lift and resulting in tangles and splits.
"Trying to style your hair below 185C will often take many passes of the tool to achieve a good result, which is more drying to the hair and causes further split ends."
While it should come as no surprise that styling your hair with heat can cause damage — we've all been there when it comes to cranking up the heat in the hope your style will last a little longer.
"Temperatures that break the hair bond is 200 degrees," he explained.
"The higher the temperature, it can change the colour of the hair too. These people going to 230 degrees … it's really bad news and you will cause significant damage."
Dr Moore, who joined the GHD team 16 years ago and created their Research and Development lab, spends most of his time working on how to develop and change their stylers to overcome any damaging elements that feature in heat stylers available on the market.
Dr Moore, who was in Sydney on Thursday for the launch of GHD's Platinum+ smart straightener, said even a woman with curly or frizzy hair shouldn't be turning up the temperature for a better style.
In an interview with MamaMia, he explains straightening hair of different thickness was like boiling water.
"Thick hair is like heating up 10 litres of water, as opposed to thin hair which is like heating up 1 litre of water," he said. "You don't need more temperature, but you need more energy."
And speaking of water, Dr Moore said only use styling products on completely dry hair.
"If your hair is wet, the heated water will transform from a liquid to a gas and expand," he said. "Water trapped in the cortex will burst out of the strand and damage it."
Dr Moore said their latest $380 styler, which will launch in September, was the "world's first smart straightener" and used prediction to control heat and respond to the needs of your hair.
Speaking of competitors in the market, including Dyson — who this year brought out the Supersonic hair dryer for $500 — he welcomed new competition to the ever growing beauty technology market.
"They have brought out an interesting hair dryer," he said. "But where we lead and are different to Dyson is that we do the fundamental research into hair. While they are a good competitor, we have a strong competitive edge in terms of the scientific needs of hair."
