Diagnosis
The ultra-smooth coating on the platinum plates is worn down or contaminated with product buildup, causing friction.
How to Fix It
Clean the plates immediately. Let the styler cool completely. Dampen a microfiber cloth with a little rubbing alcohol (isopropyl alcohol) and wipe the plates firmly until no more brown residue comes off. Do not use abrasive pads or water while it's hot. Perform this cleaning weekly if you use heavy hair products.
If That Didn't Work
If cleaning doesn't restore the glide, inspect the plates for physical scratches or chips. The platinum coating is durable but can be damaged by dropping the styler or clamping it on metal clips. Minor scratches might smooth out with use, but deep damage means the plates need replacing.
Heads Up
Never use a magic eraser or harsh kitchen cleaners. They will strip the proprietary coating permanently. The official ghd cleaning spray is just rebranded alcohol—save money and use your own.