I have thick, coarse and frizzy hair. I heat style it pretty much every day and can't be bothered with a hairstyle that is high maintenance, so I prefer to straighten it. On busy mornings, this Sedu styling iron is so quick, easy and efficient. I'm able to quickly straighten my medium length hair in about 5 - 7 minutes, and it always looks shiny and amazing. I love this hair tool.