I actually just got this today, & i am absolutely in love, despite all the horrible ratings. My hair has a little too much volume for my taste & some strands flip out here & there, so I needed one. Found this at Marshalls for $16 bucks & it said $100 quality. I think I got the newest one, because mine has temperature adjustment, so I put mine to 200 something degrees & it was P-E-R-F-E-C-T. It only took me 5 minutes to do my hair & it left my hair glossy and perfectly straight. I just hate the annoying clicking noise when you clip a section of hair. Mine doesn't snag on my hair, unlike what most of you are saying. The design I have is absolutely gorgeouss (brown with pink circles). So try the Zoe flat iron in that pattern, since I think it's probably the newest one. Trust me, you won't be complaining. continued >>

I had curly hair, now relaxed, which means I don't need that hardcore a flat iron. This does the job quickly and well for me, so I'm not complaining. Especially not for 15 bucks!

This styling tool was a very thoughtful gift I received for my 22nd birthday on July 4th. I had never heard of this brand previously, but this product was purchased at a typical department store to my knowledge. My hair is naturally wavy, tends to frizz, and is hard to tame in general, due to the fact that I live in the relentless Texas heat. The only other styling iron I have owned that worked on my hair was *gasp* a CHI, which unfortunately shorted out on me a couple years ago. For a flat iron lacking heat adjustment, I was shocked at how well this product worked for me.
This professional styling iron features 'Tourmaline Ceramic Technology' which provides even temperature during usage to avoid hot spots, and reduce split ends and frizz. The iron heats up to 410 F and has a tangle-free 360 degree cord. The design of the iron is black with white polka-dots and the ceramic 1" plates are deep pink. Neat/great extra? This flat iron came with a thermal travel pouch, that has a pocket for extras on the back, as well as an elastic band that allows you to situate your *properly* wrapped cord for safe transport.
Thus far I have used this iron a handful of times, separating my hair into small sections first, and it has made my hair manageable and smooth. For added shine and control, I lock my style in with Garnier Fructis 'Sleek & Shine Anti-Humidity hairspray.'
I am enjoying this gift, and will be taking extra special care of it in hopes that it will be my fashion companion for a very long time!!
Happy styling!,
-N continued >>

Well, this gets a pretty bad rap because of the fact that it's non adjustable. I don't like the fact that it isn't, and I think 410 is a little much. I have a heat resistant spray that protects up to 425, but I don't like using it because it smells horrid.
And speaking of smells, it smells absolutely awful! Man, I had to spray perfume all over my room because it was just horrid.
Other than that, it would glide over my hair and wouldn't get caught on the ridiculous amount of kinks I have in my hair.
Makes it shiney, and it doesn't get caught. It's fast, and it's pretty. But I'm considering just returning it because I already have a flat iron, and I wanted one that's adjustable also. Revlon, here I come!

This flat iron was very convenient! I was at my local TJMAXX store and notice that their starting to sell hair products so I glazed over some of the items. I already have a high end flat iron made by Sedu which leaves my hair soft and shiny but it's 11/2 and my hair is just above my shoulder so its hard for me to curl it. I was looking for a flat iron that wouldn't damage my coarse hair yet leave it soft and give it an bounce and curl at the end. This did just that. I placed some of my favorite hair product to keep it from damaging it and then I waited 30 seconds for this Zoe flat iron to heat up. It heated up pretty quick and it didn't leave a dent in my hair which is a plus. My hair came out soft and is still curly at the end which is what I like. Only problem is , that it doesn't have a heat adjustment. Heats up to 450 which is needed for my coarse hair but when I have a perm I don't need that much heat. Also came with a cute pouch to match. I have the cherry version! What's neat is I got it for only 15.00.

I visited Ulta and asked a salesgirl to recommend a flat iron, naturally she showed me a CHI, which is way out of my price range so I asked her to recommend an affordable iron. She showed me the Zoe, I paid my $30, and I was on my merry way. Brought it home and the first thing I discovered is no adjustable temperature. The on/off switch is just a sliding switch, I'm not sure if this thing has an automatic shutoff. I plugged it in and it heated very quickly (a plus!). I flat ironed about 3 sections of hair and it snagged and pulled the entire time! Returning this item! Sorry.

I really think this would be a great flatiron if it wasnt for the fact you can't adjust the heat setting! 410 F is just way to hot for my hair and I've been finding my hair feels drier after using this iron repeatly.

Honestly, you're getting a cheapie flat iron here. And for the price, it's a great iron. I got mine on clearance at Ulta for $19.99, but even at the regular $39.99 price this is just fine. I didn't have any problems with the plates meeting, I didn't have any problems with the iron heating up too high. My only complaint is that the design is a little goofy (they only had the pink stars or the cherries left) but again, for 20 bucks, I'm good.

I have had the Zoe flat irons for about 3 months. It straightens hair well and leaves it very soft. My daughter has very thick and course hair, so it leaves a smooth texture. However, I am very careful with the heat. The 450 degree setting without an adjuster is really dangerous. That is why I flat iron her hair for her. If not she would burn her hair out. I wish it had a tempature setting since I think it would be much better for her hair.

I bought this straightener at Ulta for $30. The cute pink polka dot design lured me in. I bought it thinking it was good quality.... boy was I wrong! At first I liked this straightener. After about 5 months of use, one of the plates snapped off. I brought it back to Ulta and returned it for the newer Zoe cherry design straightener. I had not straightened my hair in a while and decided to let it go naturally wavy for a few weeks. When I went on vacation, I decided to straighten my hair and my cousin offered to help with her CHI. By the time my cousin had straightened half of my head, I had only straightened about three pieces. Yes, that is how bad it is! It wasn't until then that I had realized that this Zoe straightener was CRAP! For now I am using my mom's BaByliss Pro 1" and it works waaaayyy better! Soon I am planning to get a Solia straightener so I have a good professional quality flat iron. With this Zoe, you get what you pay for. It snags, leaves split ends, creates frizz and takes forever. Nothing good to say about this.

After reading all the negative reviews on here I almost decided not to open it and just return to ULTA...however, I'm actually really really impressed with this product! First of all, the design is amazingly adorable with little cherries all over- usually I'm so sick of getting ready but this makes it kind of fun! So girly! I used to have an expensive CHI straightener but gave it to my sister bc she was badly in need of one...her hair is fried up and she needed something to really smooth it out. For me, the CHI made my hair really flat but really soft...too flat to complement my face unfortunately. She traded me & gave me a WIGO which was awful, snagging my hair and burning my fingers just from the hair getting so hot itself...yikes. So on to the Zoe...it's the first straightener I've liked!! It makes my hair look nice and straight without losing all the volume I work so hard for with expensive shampoos. Hair isn't shiny and stick straight but more like you had a really good volumizing blowout. I'm not even sure that it's necessarily a straightener since they call it a styling iron-supposedly u can waves or curl your hair with it. The plates on mine definitely meet, it's just not noisy with the plates clinking. It doesn't burn my fingers at all when I touch my hair after going down the strands, and you don't need "gloves" to use it cos the handle is not hot at all. It does heat up really fast though. My hair is really healthy so for me I don't need ceramic, I just need volume and texture if anything. That being said, I don't think it would work on really thick curly hair. I am so happy I bought this and for the price-ahhh it feels like a great purchase! continued >>

worst ceramic flat iron..ever! It snags my hair and it doesn't even do the job. It's a total waist of money.

Cute and inexpensive. Long plates were appealing. Horrible temperature control, plates don't seem to come together enough to make good contact with hair. Need to run it through at least twice. Although it was "only" $30 bucks, I like my $15 Andis better. For the record, my hair is shoulder length, naturally curly/wavy, fine in texture - not especially hard to straighten, yet this one doesn't cut it.

I have a Wigo iron that lost its protective coating on it and felt it was time to replace it. Ulta advertised the Zoe's for $29.99 and said they were professional with a value of $130.00. So I decided we would give it a try. The wand itself is very cute and girly with polka dots all over it. I had my daughter try it out when we got home to see how well it performed and I noticed it put shine back into her hair as a flat iron should do and I was thrilled at the value. Until I decided to use it on my bangs which is the only thing I usually straighten. I immediately smelled smoke and yelled at my daughter to quickly turn it down and she told me you can't there is no temperature control. I don't know about you but 450 degrees on my bangs is over kill not to mention hazardous. Nor do I want my daughter frying her hair. I figured since it said professional it would perform better than this, but I will be taking this back and looking for something more substantial. Its not worth it to save money and wind up ruining your hair in the long run.

I have the zoe flat iron and it cost me 29.99 plus tax, 32.01, I'm heading to ULTA again to purchase another flat iron today and test out how that one works out. If I don't like it, I can always return it or sell it on ebay! hehe..but its pretty decent actually. I guess it doesn't have a temperature adjustment but you can wear gloves if you want to and its not too bad. I curled my hair and straighten it also. I reccommend that you use some sort of styling product before you decide to straighten because it will make a significant difference!! But overall its actually pretty decent. I'm going to purchase another one for 39.99, its slimer and has longer ceramic plates. See which one I like!! OH AND THEY are having a sale on most of their drugstore make up!! gottta check it out. hope this helps!

I own a CHI 1' but needed something to keep in the office because i take the train to work and my hair gets wind blown at times. I was looking at ulta or sallys for a cheap CHI alternative and found this OMG!! I got this from ulta for $25 (orginally $30, but had coupon). I tried it out at home instead of the CHI one morning and it worked the same, i mean exactly the same. My hair stayed straight even on a hot humid day. I love the artwork on the sides is so cute and mod flat iron. I cant believe i payed $120 for the CHI, and this zoe flat iron was $25. Bummer!

A pushy, know-it-all Ulta employee recommended this mediocre product. She stated that the Zoe flat irons were made by the same companies who make expensive irons but aimed at a different consumer (Zoes cost around $30). That may be true but the expensive irons all have ceramic heaters (not to be confused with the plates), unlike this one. The Ulta stylist didn't even know the difference between the two. The Zoe also seemed to lose heat every time I ran it through a section of hair. I went out later that night, bought a Vidal Sasoon model at Wal-Mart that had SOLID ceramic plates (not just ceramic coating) AND a ceramic heater...all for cheaper than the Zoe! I used the new flat iron over my hair that had been previously straightened by the Zoe and it made my hair softer and got it noticably straighter (this wasn't even using the High heat setting). The Zoe will damage your hair with repeated use b/c it gets to about 430 degrees WITHOUT a temperature adjuster. Don't let anyone tell you that the Zoe is on the same level level as a high end iron just because it looks similar.