What Is Simply Straight Brush?

By HighYa Research Team
Published on: Mar 8, 2016

Simply Straight Brush is a ceramic straightening brush that promises to combine the power of a flat iron with the gentle styling ability of a brush to deliver perfectly straight, salon-quality results in minutes.

Specifically, the product’s website tells us that Simply Straight Brush will make straightening your hair as easy as brushing it, without having to worry about damage, chemicals, or hassle.

Just insert Simply Straight’s polarized plug, press the +/- buttons to select your desired temperature (between 360° and 450°, in 10° to 20° increments) on the built-in LCD display, and it will heat up in about two minutes. Then:

  1. After brushing with a traditional brush, separate the section of dry, clean hair you’re looking to straighten. Do not apply hair care products.
  2. Place Simply Straight near the roots while holding hair firmly, and brush from root to tip.
  3. Repeat until the section of hair is straightened before moving on to another section. According to the company, this should only take minutes, regardless of your hair’s style, length, or type.

The manufacturer notes that Simply Straight’s secret for straight, healthy, shiny hair and tangle-free styling is its bristles, which are wrapped in premium quality ceramic tourmaline that lift the hair at the root and deliver even heat to every strand.

From a safety perspective, we’re told that Simply Straight is less likely to burn your scalp than traditional straight irons, although you should avoid touching it to your skin while hot. It also features a 60-minute auto shutoff should you forget to unplug.

Clearly, the Simply Straight Brush seems like it might offer an easier, less damaging way to straighten your hair. But is it everything it’s cracked up to be?

Here, we’ll walk you through what we learned during our research, as well as our hands-on testing, to help answer your most important questions.

How Hair Is Straightened

There’s no reason to bore you with too much detail here, but in a nutshell, the hair shaft (the section that grows above the scalp and what Simply Straight Brush will style) is comprised primarily of a protein called keratin.

Keratin itself is held together by hydrogen disulfide molecular bonds, the pattern of which also helps determine hair shape (e.g. straight, curly, wavy, etc.).

Now, under most circumstances, these bonds are exceptionally strong, since they’re very good at maintaining molecular position. This is why keratin protein is found in other hardy body parts such as nails and the enamel of teeth.

And when it comes to your hair, this strength is normally a good thing. Otherwise, your hair might easily break or fall out, leaving you with a ragged mess most of the time.

But is there any way to temporarily ‘suspend’ these molecular bonds, while allowing them to continue providing strength?

Why Flat Irons Are So Effective at Straightening

Without completely destroying these bonds, there are only two ways to physically modify them so that your hair can be temporarily styled: water and heat. Of the two, heat is typically more effective, since it can suspend molecular bonds to a greater degree and for a longer period of time.

With this in mind, flat irons use two heated plates (usually between 300° and 500°) to break disulphide bonds as hair passes through, leaving each section straight. Even after the hair cools, this new molecular position can be maintained for up to a day with the help of hair care products.

Eventually, these bonds will naturally return to their original shape, or once exposed to water.

Whether you use water or heat from a device like Simply Straight Brush, the reality is that repeatedly changing these bonds day in and day out will cause some level of damage.

Heat can be especially damaging, though, since it causes cracks to form in the exterior layer of hair (cuticle), which can allow sunlight and chemicals into the interior. It can also cause the inner layer (cortex) to degrade and dry out, while trapped steam can lead to breakage.

Comparatively, will the Simply Straight Brush help break these molecular bonds faster than straight irons? What about potential hair damage?

Can Simply Straight Brush Deliver Your Favorite Style?

Like most flat irons, Simply Straight tells us their bristles are covered in a layer of ceramic, which is typically used to evenly distribute heat from the metal underneath and consequently help reduce damage.

Tourmaline, a mineral, is also added, which many companies claim (not specifically Simply Straight’s manufacturer, though) emit negative ions that attach to the positive ions in damp hair and help retain moisture when heat is applied.

However, as outlined by The Beauty Brains, there seems to be limited clinical evidence to support this interaction. There are also a couple other considerations to keep in mind about Simply Straight:

Can Simply Straight Really Straighten and Style in Just One Pass?

Although the manufacturer makes this claim, it might be considered a best-case scenario. As outlined in their three-step process posted in the FAQ section of their site, it could take several passes before your hair is sufficiently straight.

Will Simply Straight Save You Time?

Also mentioned in the FAQ is that you’ll have to pre-brush your hair, and then slowly work Simply Straight through each section. Combined, this seems like it might not save much time over traditional methods.

In fact, Seventeen tested a popular competing heated brush back in 2016 and found “It wasn’t any quicker than using my flat iron. If anything, it took more time.”

What About Simply Straight’s Potential for Damage?

As we briefly mentioned earlier, repeatedly applying heat to your hair will cause some level of damage, so you shouldn’t expect anything different from Simply Straight. There’s also no evidence provided by the manufacturer or on third-party websites that heated brushes will result in less damage than flat irons.

Is Simply Straight Brush Easy to Clean?

Speaking of which, burnt hair cells can build up on heated styling devices and cause further damage. To this extent, we’d have to wonder how easy it would be to navigate around Simply Straight’s ceramic-coated bristles for a thorough cleaning.

Did we learn anything more about these aspects during our hands-on testing?

Our Simply Straight Brush Test

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Initial Impressions About the Simply Straight Brush

When un-boxing Simply Straight, one of the first things I noticed is that it felt fairly sturdy, and definitely heavier than a typical flat iron. It featured a hard plastic back that did get fairly hot when in use.

In the center were ceramic-coated bristles with soft rubber endings, while the perimeter featured soft, flexible rubber bristles that didn’t heat up. At the other end was a rotating cord that swiveled as I used the brush.

On the back of Simply Straight, there was a small display that clearly indicated the temperature settings. Below, two buttons allowed me to adjust the temperature, along with the power button for turning on and off.

While the buttons were recessed, I found that it was still possible to accidentally change the temperature or turn it off when in use, as long as I applied enough pressure in the right place.

I was able to adjust the temperature from 175° to 450°, although the instruction guide recommended a setting of 365° for fine or delicate hair, all the way up to 450° for hair that’s coarse, curly, or stubborn.

I clocked the time after turning Simply Straight on and found that it took more than five minutes to heat up to the highest setting. While manageable, I wouldn’t necessarily call it “quick.”

Once heated to the highest setting, though, I found that I could rest my hand on the brush without getting burned. If one of the perimeter bristles moved, though, it could accidentally burn very quickly.

Our Simply Straight Brush Performance Test

To test Simply Straight’s performance, I used it on one-half of my hair and my trusty five-year-old flat iron on another half. My hair was washed and air-dried.

Test Parameters: First, I ran Simply Straight through a one-inch section of hair at 365° (the lowest recommended by the manufacturer) fairly quickly, just to see how well it would straighten with minimal effort. I found that it left the section noticeably straighter than the surrounding hair, but I wouldn’t say that it gave me perfectly straight, shiny results.

Next, I performed a much slower run-through of the entire length at the same temperature and found that the results were slightly better, but I still had to go through the same section several times to get the truly straight, shiny look I can usually achieve quickly with a flat iron.

Pro tip: I noticed that you’ll get much better (straighter and more polished) results if you hold one end of your hair under tension as you run Simply Straight Brush down its length.

Difficulties: During this part of the test, I found that it could be difficult to get Simply Straight close to my scalp and straighten the root of my hair.

Since my hair is already straight, this didn’t present a problem. But if you have frizzy or curly hair, it might leave a big demarcation between your roots and where Simply Straight starts and therefore looks a little awkward.

Another drawback is that, by the time I got to the ends of my hair, I no longer had anything to hold down and provide tension with, making my ends look frizzy; almost like split ends.

Since Simply Straight also claims to work as a hair rush, I didn’t pre-brush. Yes, I found it worked to some degree, but because it pulled painfully quite a bit, I definitely wouldn’t recommend using it as such.

From a heat perspective, based on the brush’s inherent design, I felt like it needed more power to get my hair as straight and flat as an iron, even after bumping it all the way up to 450°.

In my experience, how does all of this compare to a traditional flat iron?

Simply Straight vs. Straight Iron

Up against Simply Straight was my trusty five-year-old hair straightener, set to its lowest temperature, and which certainly has seen better days.

But after just one pass through my hair, I noticed that it provided much stronger heat and left it much hotter to the touch than Simply Straight.

I felt that my traditional iron’s flat design also made it very easy to get close to my roots (and other hard to reach areas, such as the baby hair around my face) and ensured even results all the way to the ends. The results also looked straighter, shinier, and silkier.

According to Our Experience, What Are Simply Straight’s Pros & Cons?


  • Based on my testing, Simply Straight seemed to be less damaging than a hot iron, since it didn’t get my hair as hot.

  • Simply Straight did leave my hair visibly straighter, although not as straight as a flat iron. In some instances, this could provide the look you’re going for, though.

  • Simply Straight might take less time to straighten than a traditional flat iron, because it’s bigger and can accommodate larger sections of hair.


  • Simply Straight didn’t straighten from root to tip, which might really stand out if you have curly or textured hair. I also thought my ends looked frizzy (not necessarily a look that’s for me).

  • It didn’t work very well as a hairbrush, which is half of what it’s advertised to do. My message to the manufacturer: If you’re going to market it as a 2-in-1 product, it needs to serve both of these functions.

  • Simply Straight didn’t give me the perfectly straight hair it claims—especially compared to what I could accomplish with a straight iron.

  • Simply Straight also didn’t provide the same level of shine I’d expect from a straightening product.

  • Based on my experience, I think Simply Straight would be very hard to clean once the oils and hair care products built up in the middle of the bristles. In fact, I couldn’t think of a way to effectively and efficiently clean it, which is a big negative, in my opinion.

  • Another big deal is that you can’t use styling products with the brush, and since a lot of people do this, it could be really limiting.

In the end, I didn’t think that the Simply Straight Brush quite measured up to my old, used flat iron. In other words, it wasn’t able to achieve the results I’d want and expect out of a hair straightener.

Another important aspect is that Simply Straight isn’t the only hair straightening brush on the market. There are many other options that come with a meaningfully lower price tag.

Are Simply Straight Brush’s other customers experiencing anything similar?

What Customers Are Saying About Simply Straight Brush

Since writing our original review, 13 HighYa readers provided feedback about their experience with Simply Straight, giving it an average rating of 2.8 stars.

Here, most compliments referenced fast, effective straightening and reduced hair damage, while complaints related to less-than-stellar results (e.g. not straight, frizzy, etc.), large size, painful pulling, difficulty cleaning, and that it’s only ideal for longer hair.

We also found similar ratings and overall feedback at popular online retailers like Amazon, Target, HSN, and Bed Bath and Beyond.

From a company perspective, Simply Straight is manufactured by popular ASOTV company OnTel Products.

Simply Straight Brush Pricing & Refund Policy

Simply Straight Brush is priced as $39.99, plus free S&H within the continental US ($5.99 to AK and HI) and a $1 web service fee. During checkout, you’ll be able to purchase a second brush for a separate fee of $19.99.

Regardless of the number you order, each Simply Straight will include a free travel case.

All Simply Straight Brushes come with a 60-day money back guarantee, less S&H, a $3 return fee, and any other fees (such as the $19.99 cost of an additional device). Keep this in mind if you’re considering the BOGO offer.

In order to request one, OnTel’s customer service department can be reached at 800-613-0526 or simplystraight@rephelpdesk.com.

Money saving tip: We also found Simply Straight sold through national retailers like Target, Walgreens, and Bed Bath and Beyond for as little as $29.99 at the time of our research, although not with a BOGO offer.

Let’s carry this thought over as we wrap things up.

Bottom Line: Should You Buy Simply Straight Brush?

If you search online for “straightening brush” or “heated brush,” it’s easy to see that Simply Straight is up against some hot competition, including manufacturers like Magicfly, Thairapy, Fast Hair, Hair Guru, and Coastacloud, some of which can be found for as little as $19.99.

In fact, these types of products are so popular that you can almost certainly find a couple options at local big box stores with hair care sections, which could also save you money on S&H—as well as make the return process easier if you’re dissatisfied.

Granted, there are also many heated brushes priced much higher than Simply Straight. But regardless of how much you pay, we think it’s important to keep your expectations realistic. Why?

Based on what we learned during our research, firsthand testing, and reading reviews from customers, it seems like Simply Straight won’t work like a normal hairbrush, and it might not provide the same straightening ability or shine as a traditional flat iron.

Still, if you feel like giving it a try, Simply Straight comes with a 60-day refund policy if it doesn’t live up to your expectations. Just keep in mind that you’ll be out at least a few dollars in return S&H.

» See Also: How to Pick the Best Flat Iron for Your Hair Type & Budget

Read 17 Simply Straight Brush Customer Reviews and Complaints

Write a Review
Average Consumer Rating: 2.4
Rating Snapshot:
5 star: 3 4 star: 3 3 star: 0 2 star: 2 1 star:  9
Bottom Line: 41% would recommend it to a friend
Showing 1-11 of 17
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  • 13 out 14 people found this review helpful

    Ethnic/African Hair

    • New Jersey,
    • Jul 31, 2016
    • Verified Reviewer

    I Bought this product with the hopes of maintaining frizz. I usually get my hair done at the salon every 2-3 weeks, NNJ/NYC girls know the drill, I go to the Dominican salon. I get a wash, deep conditioner, roller set and then usually a blow out for the straight look or pin curls, let them down later for a soft curly look. So I have used this brush a couple of times, on my straight look . Since a lot of heat is already applied to my hair at the salon, my intentions when I purchased this brush were to hope that I could use it just to smooth my hair out after I take the wrap down as my hair tends to get those crease marks from the pins, even the duck pins. I wanted to also maintain my frizzy ends. So Far so Good!

    I section my hair in setting 4 and run the brush through about 2 times and I'm done, I don't use the highest setting. I use the temperature setting somewhere in the 180s. My hair looks good. Not limp or overdone, not too flat. I don't use it everyday either. Say I go to the salon on Tuesday I might not use it until Friday, then again Sunday. So I don't use it that often for heat/damage control. I might add that I do have a relaxer, my edges are fine but the middle of my hair is thick and medium length.

    I don't know if I would use it if I'm I'm in the period leading up to needing a relaxer, (all my ethnic sisters know what I'm mean, so it's kind of hard to explain) I don't think I would use if if my hair were wet or air-dried either, just because of the type of hair I have.

    So over all I give this product 4 stars because it met my expectations of what i was trying to achieve, plus I knew I had some limitations from the start. My only concern is cleaning, the plate is not removable, So I'm wondering when product had built up in the bristles and burned hair that may be a issue. So I only plan to use it on my hair when its the cleanest. Hope this Helps my AA/latina/Caribbean/bi-racial sisters out. Hopefully I left no one out.

    Bottom Line: Yes, I would recommend this to a friend

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  • 13 out 15 people found this review helpful

    Does not work at all

    • Corpus Christi, TX,
    • Sep 7, 2016
    • Verified Reviewer

    I purchased this thinking it was going to work. Your hair gets stuck in the bristles and your hair has to be straight already for it to work. I blow dried my hair and then used it. Left my hair frizzy and not even close to being straight. Waste of money.

    Bottom Line: No, I would not recommend this to a friend

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  • 11 out 22 people found this review helpful

    Simply Straight

    Purchased this for my natural hair to loosen it up a bit. Just like my As Seen On TV flat iron that I had purchased, the temperature gauge goes up and down on its own if my hand goes anywhere near it. So I have to keep a look out to make sure it doesn't heat up too much. With the proper temperature it works fine, I am using it on the lowest setting because I don't want my hair very straight. One disappointment is that it says not to use anything (creams, gels, heating protection) when using this brush. This I cannot do, I need some protection for my hair, so it causes a build up on the brush, which is not all that easy to clean. But it is does the job I want it to do, it is worth the price.

    Bottom Line: Yes, I would recommend this to a friend

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  • 10 out 11 people found this review helpful

    Hopeful but Disappointed

    • Houston, TX,
    • Jun 21, 2016
    • Verified Reviewer

    I ordered the Simply Straight brush with high hopes. I am a black woman with natural hair that is very curly. My hair is short and somewhat fine. Not at all coarse. I thought the brush would be a quick way for me to go from curly to straight more often. However, I was very disappointed that the thing didn't provide a smooth look at all. All I got was frizz, and I used the highest temperature, 450, which is extremely high for my fine hair, but I went there to give it my best shot. In addition, you cannot just brush your curls as they appear to do on the television commercials. You must first blow dry your hair or comb the curls out, then you use the brush. That defeats the whole purpose of the brush, in my opinion.

    I'm going to return it, though I am sad that it did not work for me. The concept is great. I like the idea of brushing my hair straight. But it simply does not really work for all types of hair as advertised. I think it may work for other types of hair, maybe for Caucasians or Asians, but I can't recommend it for people with hair like mine. Sorry.

    Bottom Line: No, I would not recommend this to a friend

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  • 10 out 11 people found this review helpful

    Fast for smoothing into waves, not for stick straight effects

    • Detroit, Michigan,
    • Jul 17, 2016
    • Verified Reviewer

    I am multi-racial. My hair has very thick strands and I've got a lot of them. It's frizzy, semi-curly, longer than my shoulder blades, and takes a lot of heat to change its texture. I don't color or process my hair.

    I bought this Simply Straight brush because it looked faster than using a flat iron, of which I've owned many over the years, at twice the price. My main problem is that my hair is so thick, it takes forever to flatten it by dividing into tiny sections and going over it 2 or 3 times (at home; my hairdresser only takes twice).

    The Simply Straight brush does have variable heat settings that go up to 450°F. It's a shame the article doesn't print a correction on that point.

    However, one look at the brush and you'll realize that the main heating element must be a base plate in the brush. So the heat is radiating from the base plate up the "bristle/rods". Therefore maybe they aren't quite at 450°, although probably pretty close. Definitely the heat is spread widely around your hair.

    But it's also why I normally find 420° or 430° very hot when using a flat iron, and I have to be careful to not burn and smoke my hair... but I have to use 450° when using the Simply Straight brush in order to get enough heat to be effective, yet it has never burned or smoked.

    And I do find the brush to be effective. It normally takes a long time to totally flatten my hair. With the brush, I now have two choices. I can use the brush alone and have very smooth wavy hair that's easy to style. Or I can use the SS brush to fast prep my hair for the flat iron, which then takes half the time to flatten. Either way, the brush has vastly simplified my life, and my hair looks great.

    What don't I like? The instructions say to only brush from beneath. My hair is much too thick, I have to brush from beneath AND on top, and I can't get near the roots. The curliness of my hair puts a gentle tension on it, to pull it straight, but it's not like a mirror finish. It's slightly wavy. (If I want stick straight hair, I use the flat iron, which takes much less time after the brush.)

    Next, it takes a long time to reach 450°. I have to plan for that if I'm on a schedule. I also have to be careful where I hold the handle, so as to not turn it off or turn down the heat by mistake.

    And it definitely needs an easier way to clean. I used alcohol pads and a slender crochet hook to rub between the bristle/rods. It's very clean now, but took about 10 minutes. But it's the first time I had to clean it in about 4 months, using it only once or twice a week, so maybe 3 times a year won't be a bad cleaning schedule.

    I find the Simply Straight Brush to be a great tool, if you want to knock the curl out of your hair for a straighter look. I'd say it's for fine to medium hair all the way up to thick, frizzy, semi-curly strands (like mine), that aren't quite super kinky/curly.

    It's easy to use, fast, and gently gives me smooth, slightly wavy hair that doesn't mat nor tangle within hours or while sleeping. And if I want stick straight hair from my flat iron, it now takes half the time.

    Bottom Line: Yes, I would recommend this to a friend

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  • 9 out 11 people found this review helpful

    Simply Straight

    I paid 60.00 dollars for this brush. Well let me tell you something, it pulls your hair without straightening it. They say that it straightens all types of hair but it doesn't. I wasted my money on this.

    Bottom Line: No, I would not recommend this to a friend

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  • 7 out 12 people found this review helpful

    Defective unit

    • Medina, Ohio,
    • Nov 15, 2016
    • Verified Reviewer

    I bought the Simply Straight Brush and did not open it right away. I opened package 2 months after I received it and it would not heat at all. I called the company and they said they could not replace it after 30 days. Very disappointed with them. Defective product. Buyer beware.

    Bottom Line: No, I would not recommend this to a friend

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  • 6 out 7 people found this review helpful

    All hype

    • New Jersey,
    • Jul 16, 2016
    • Verified Reviewer

    You have got to have long hair for this product to work. Used it on my shorter hair and my hair was sticking out all over the place. I think you should let people know that. Going to return mine!

    Bottom Line: No, I would not recommend this to a friend

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  • 5 out 6 people found this review helpful

    Glad I bought it

    First time I have ever used a straightener. My hair is chin length, but the straightener did what I wanted it to do. I used the low setting since I color my hair. I like it!

    Bottom Line: Yes, I would recommend this to a friend

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  • 4 out 4 people found this review helpful

    Simply Straight professional

    • Forney, TX,
    • Mar 23, 2017
    • Verified Reviewer

    Keep your money in your pocket. It does not make your hair look good enough to wear out in the public! Very disappointed; lots of FRIZZ.

    Bottom Line: No, I would not recommend this to a friend

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  • 3 out 4 people found this review helpful

    Worth the investment

    After researching and reading reviews, I purchased the Simply Straight Brush. I was skeptical at first, being that I'm African American with 4C hair, but was amazed by the results on the first pass.

    This product is great to use instead of a blow dryer, that tends to tangle and get stuck. And less hair is lost as well. I recommend using this in combination with a flat iron for a total salon pressed look.

    The only con is that I wish the brush came in different sizes, maybe smaller. With a tight, natural hair texture, a smaller brush would be nice and more effective. Overall, the product is great! Very pleased with the results.

    Bottom Line: Yes, I would recommend this to a friend

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