I Looooooooooove this flat iron! I wear my hair naturally, no chemicals. I have always wanted to achieve that salon look---naturally gorgeous shine & full of body. this This iron gives me this and more. I am thoroughly impressed with the even distributed heat it provides, it does not burn my hair (adjust/set appropriate setting), the long swivel cord allows me to move freely. 1 caveat is the push on/off button is on the handle and sometimes I inadvertently shut it off but that's not a huge deal. I usually notice right away. It also has automatic shut off mode if you forget to turn it off. It heats up very quickly, within 30 seconds. I can make ringlets or opt for bone straight with this iron. It's so thin I can get as close to the new growth and edges and it smooths my hair out like spun silk. When I adjust the temp to OVER 440 the iron does get hot to the touch, so be careful, but not terribly hot. It looks like a silk press---I have saved money!