While we don't verify specific claims because reviewers' opinions are their own, we may label reviews as "Verified" when we can confirm a business interaction took place. Read more

To protect platform integrity, every review on our platform—verified or not—is screened by our 24/7 automated software. This technology is designed to identify and remove content that breaches our guidelines, including reviews that are not based on a genuine experience. We recognise we may not catch everything, and you can flag anything you think we may have missed. Read more

See what reviewers are saying

Rated 1 out of 5 stars

I am now onto my fifth pair of replacement straightners. These ones have lasted me 15 days and have cut out again and will not turn back on. I thought it could be something that I am doing. I always... See more

Rated 1 out of 5 stars

I purchased the Alfa Italia wide straightners a couple of years ago, I purchased them through my hairdressers who always insist on cash. They are now not working and make a crackling sound before... See more

Rated 3 out of 5 stars

Was talked into spending £300 on Auroa hairdryer to help manage my coarse and unruly hair. Positives are it’s quiet and looks very classy. Unfortunately that’s where the positives stop. The ionic elem... See more

Rated 5 out of 5 stars

Bought a texture scissor and a blending scissor at Salon International today and they are amazing! I even had my hair cut there with those same scissors and my hair feels great. The blades are just am... See more

Company details

  1. Hair Product Store

Written by the company

Professional hair styling tools. Hair Dryers, Hair Irons, Stylers, Blow Dry Brushes. Designed in Italy with a passion for style and quality.


Contact info

2.6

Poor

TrustScore 2.5 out of 5

23 reviews

5-star
4-star
3-star
2-star
1-star

Hasn’t replied to negative reviews

How this company uses Trustpilot

See how their reviews and ratings are sourced, scored, and moderated.

Companies on Trustpilot aren't allowed to offer incentives or pay to hide reviews. Reviews are the opinions of individual users and not of Trustpilot. Read more

Rated 1 out of 5 stars

Constantly braking. Would NOT recommend

I am now onto my fifth pair of replacement straightners. These ones have lasted me 15 days and have cut out again and will not turn back on. I thought it could be something that I am doing. I always leave them to fully cool down before I put them in the case provided, I never wrap the wire and they are used only several times a week. At almost £200 you'd expect a superb set of straightners. Extremely disappointed.

22 March 2026
Unprompted review
Rated 1 out of 5 stars

No repairs available

I purchased the Alfa Italia wide straightners a couple of years ago, I purchased them through my hairdressers who always insist on cash. They are now not working and make a crackling sound before turning off.

I have no problem paying for a repair as these were expensive, however as I don't have proof of purchase no one can help. So now what ?

I think that this is really poor customer service.

4 March 2026
Unprompted review
Rated 5 out of 5 stars

Very happy

Bought a texture scissor and a blending scissor at Salon International today and they are amazing! I even had my hair cut there with those same scissors and my hair feels great. The blades are just amazing! Superbe quality! The professionals there knew their products and the demonstrations were really good . I would recommend this company !

12 October 2025
Unprompted review
Rated 1 out of 5 stars

Bought these straighteners about 18…

Bought these straighteners about 18 months ago for my daughter’s Christmas present after them being recommended by my salon. They are now losing connection when using them and I don’t feel they are safe to use. My GHD straighteners lasted for about 10 years! Really disappointed as they were not cheap so I don’t expect to have to replace them in such a short time.

11 May 2025
Unprompted review
Rated 5 out of 5 stars

Excellent

Excellent straighteners. I've got a pair and so has my daughter. Better than ghds. Easy to order and quick delivery. Definitely recommend.

9 March 2025
Unprompted review
Rated 5 out of 5 stars

Had to contact customer service…

Had to contact customer service recently regarding my fabulous ultra sonic dryer.
I couldn’t believe how GREAT customer service was. I had an issue with my attachments for my dryer. I emailed Alfa Italia and they helped me immediately. In less then two days I had received replacement attachments and I’m once again in love with my fab hair dryer. ⭐️⭐️⭐️⭐️⭐️ .

12 February 2024
Unprompted review
Alfa Italia logo

Reply from Alfa Italia

Hi Tania, thanks so much for providing amazing feedback. We're so glad to hear that you experienced great customer service and love your aurora dryer!

Rated 2 out of 5 stars

Looks nice but that’s about it

Looks nice, great when works. This is now my 4th Alfa Italian appliance that has broken. Won’t be using them in salon again at all. I’ve has 2 sets of straighteners (within a year) and now 2 hairdryers (within 7 months) just not really what you expect when paying £££

8 February 2024
Unprompted review
Alfa Italia logo

Reply from Alfa Italia

Hi James, thanks for leaving a review. I'm sorry to hear that you've had issues with our products. Please send an email to info@alfaitaliapro.com and we'll look to resolve this.

Rated 3 out of 5 stars

Was talked into spending £300 on Auroa…

Was talked into spending £300 on Auroa hairdryer to help manage my coarse and unruly hair. Positives are it’s quiet and looks very classy. Unfortunately that’s where the positives stop. The ionic element does nothing to tame these flowing locks in fact I think it’s worse. The controls are very touch sensitive and given the location I’m often unaware the temp has changed. Have boxed it up and reverted to my old one. Could have spent £300 on something much better

9 July 2023
Unprompted review
Rated 1 out of 5 stars

Poor product AVOID

Poor product, hasn’t even lasted 2 years, GHD I have had for over 7 years now and no issues. These straighteners are not worth the money. I was recommended them but would never tell anyone to buy these. STAY WAY if you don’t want them breaking in such a sort time

21 April 2023
Unprompted review
Rated 5 out of 5 stars

Fantastic light weight powerful travel…

Fantastic light weight powerful travel set I use at home and away.. I have Fybro myalgia and this set is so quick and light weight absolutely brilliant.. I use the quick dry and other colour wow hair products with it 👌 highly recommended.

16 October 2022
Unprompted review
Rated 5 out of 5 stars

Best styling iron I have ever used and…

Best styling iron I have ever used and I’ve been a hair stylist for many years, I’ve tried all the brands and nothing comes close to this
The Bella blow dry brush is also brilliant

12 November 2022
Unprompted review
Alfa Italia logo

Reply from Alfa Italia

Thanks for your feedback and support Ann, this means so much to us! We're super happy that you are loving our tools!

Rated 5 out of 5 stars

Customer Service

Post sales customer service has been excellent. Thank you for all your help and quick responses.

22 September 2022
Unprompted review
Alfa Italia logo

Reply from Alfa Italia

Thanks for your kind words, we are so happy to have your custom and support.

Rated 5 out of 5 stars

Very very happy with my hair curlers

Very very happy with my hair curlers. Have never invested in my own, just had hand me downs, and these are the ones my hair dresser uses. Great value for money. I have burnt myself mutilple times but that more of a user error than the curlers. Would reccommend.

2 February 2022
Alfa Italia logo

Reply from Alfa Italia

Thanks for your review Jennifer, we're so happy that you're enjoying your new curler :-)

Rated 4 out of 5 stars

Good service

26 January 2022
Alfa Italia logo

Reply from Alfa Italia

Thanks for your review Kathryn, your feedback is really important to us as we strive to offer the best possible service to our customers.

Rated 5 out of 5 stars

Bought for the wife for Christmas

Bought for the wife for Christmas. She is really pleased with the hairdryer and accessories that came with it.

23 January 2022
Alfa Italia logo

Reply from Alfa Italia

Thanks for the great review James, glad to hear that your wife is enjoying her hair dryer.

Rated 5 out of 5 stars

AMAZING! COULDNT LIVE WITHOUT

The start of 2021 i purchased alfa italia grande lustro, the best straightners ive actually ever used. My hair is afro thick and even when straight in humidity it goes back to afro and wild, after using the alfa italias my hair is in much better condition and stays straight, i work in spain during summer and even in August at 45 degrees its still straight. My straighteners did stop working in September and im really not sure why, I came back to England over Christmas and messaged Alfa Italia on Facebook, I posted the broken ones and a day later I received a brand new pair, best customer service ive actually ever received. 1000% recommended the company and the product. Thank you Adam from alan Howard for sorting it so quick too!!

21 January 2022
Unprompted review
Alfa Italia logo

Reply from Alfa Italia

Glad to help Amy, thanks for taking the time to give us this review, it really does mean a lot to us.

Rated 5 out of 5 stars

Everything was easy from ordering to…

Everything was easy from ordering to delivery also the straighteners are amazing had ghd before these

20 January 2022
Alfa Italia logo

Reply from Alfa Italia

That's so great to hear Cathy, thanks so much for taking time to review our service, we really appreciate it.

Rated 5 out of 5 stars

Great product

Great product, love love love the brand and really quick delivery

19 January 2022
Alfa Italia logo

Reply from Alfa Italia

Thanks for your feedback Jess, we really appreciate you taking the time to review our service.

The Trustpilot Experience

Anyone can write a Trustpilot review. People who write reviews have ownership to edit or delete them at any time, and they’ll be displayed as long as an account is active.

Companies can ask for reviews via automatic invitations. Labeled Verified, they’re about genuine experiences.

Learn more about other kinds of reviews.

We use dedicated people and clever technology to safeguard our platform. Find out how we combat fake reviews.

Learn about Trustpilot’s review process.

Here are 8 tips for writing great reviews.

Verification can help ensure real people are writing the reviews you read on Trustpilot.

Offering incentives for reviews or asking for them selectively can bias the TrustScore, which goes against our guidelines.

Take a closer look