Check out the new MAX 2-Way Rotating Iron: Straightens Better Than a Flat Iron!! The MAX lets you control the direction of the rotating barrel for maximum results. With the innovative 2-way rotation technology, the barrel can rotate in the natural direction of your hair without ever having to switch hands or change the MAX’s position. With the tourmaline ceramic rotating barrel and floating plate, hair is kept smooth and polished without ever being crushed or damaged. The rotating barrel evenly distributes heat to protect hair from damage, while the precision aligned ionic bristles reduce frizz. The MAX is preferred over flat irons for straightening, volume, shine, controlling frizz and speed. With the MAX, you can create straight and sleek styles. With 360% more straightening power*, the MAX straightens better than a flat iron*. The MAX is also the #1 tool for adding shine and fighting frizz. It only takes one slow pass with the MAX to achieve perfectly smooth and shiny hair.