We independently evaluate all of our recommendations. If you click on links we provide, we may receive compensation. Shopping Beauty Products Hair Products The 14 Best Flat Irons of 2024, Tested and Reviewed We found ideal tools for fine, wavy, and natural hair By Jessie Quinn Jessie Quinn Jessie Quinn is a Los Angeles-based contributing shopping writer at PEOPLE with over 10 years of experience covering all things beauty, fashion, and lifestyle. At PEOPLE, she collaborates with the PEOPLE Tested team to share our top recommendations for everything from the best shapewear to the best dark spot correctors. People Editorial Guidelines and Cai Cramer Cai Cramer Cai Cramer is a shopping writer at PEOPLE.com with 2 years’ experience in journalism and digital media. She regularly tests the best and buzziest products in the beauty and lifestyle spaces and has researched and written about moisturizers, blow dryers, clothing, and luggage, among many other popular products. People Editorial Guidelines Updated on October 17, 2024 04:38PM EDT In This Article View All In This Article Our Top Picks Reviews Add to Cart What to Know Behind the Scenes FAQ Why Trust PEOPLE? What Is PEOPLE Tested? Photo: People / Jessica Juliao Flat irons are multifunctional tools that can help you create silky-smooth styles. “[They] are also used to seal the cuticle, meaning no frizz and added shine,” Kevin Kelly, a celebrity hairstylist and extension expert who has worked with Nicky Hilton, tells PEOPLE. A top consideration when choosing a flat iron: “It’s important to me that the flat iron works well with all hair types and offers versatility,” beauty expert Nick Stenson tells PEOPLE. The Best Right Now Looking for a great deal on a winning straightener? These flat irons are on sale at Amazon if you shop right now: Hot Tools Pro Artist Black Gold Flat Iron is 31% off Kristin Ess 3-in-One Titanium Flat Iron is 22% off With so many factors to take into account (hair type, plate material, plate size, and more) and a seemingly endless number of tools to choose from, finding the right flat iron can be a challenge. That’s why PEOPLE conducted thorough research and testing to determine which flat irons are worth their weight in gold. We asked testers with different hair types (thin, fine, wavy, thick, and curly) to try some of the best-selling flat irons and record their insights throughout the process. After testing dozens of models, we landed on the best flat irons for every hair type and concern. Keep reading to discover the best flat irons PEOPLE Tested. Our Top Picks Best Overall: BaBylissPro Nano Titanium Dual Ionic Flat Iron at Amazon $160 Jump to Review Best for Thick Hair: Hot Tools Pro Artist Black Gold Flat Iron at Hottools.com Jump to Review Best for Curly Hair: Hot Tools Pro Signature SteamStyler at Amazon $54 Jump to Review Best for Natural Hair: Tymo Ring Plus at Target $70 Jump to Review Best Wet-to-Dry: Dyson Airstrait Straightener at Amazon $499 Jump to Review Most User-Friendly: SALE Dyson Corrale at Amazon $500 $400 Jump to Review Best for Wavy Hair: SALE Drybar Reserve Styling Iron at Amazon $190 $152 Jump to Review Best for Fine Hair: L'ange Le Duo at Amazon Jump to Review Best for Curling: T3 Smooth ID at Amazon $249 Jump to Review Best Drugstore: SALE Kristin Ess 3-in-1 Flatiron at Amazon $95 $74 Jump to Review Best Overall BaBylissPro Nano Titanium Dual Ionic Flat Iron PHOTO: BaBylissPRO $160 at Amazon $160 at Ulta $160 $144 at Jcpenney.com Star Qualities Temperature gauge designed for different hair types Features ions for a more customized hairstyle Lightweight design is easier to handle Better at curling than most other flat irons we tested Red Flags Works best on fine and wavy hair Our top pick for the best flat iron is the BabylissPRO Nano Titanium Dual Ionic Flat Iron. Taking only 20 seconds to heat up, this hair straightener is designed with titanium plates and features ion technology that you can turn on and off, depending on your hair type and needs. Technically, this flat iron is designed for all hair types, especially those with thick and coarse hair; however, we found that it is better for fine and wavy hair since it was a bit tricky to use on thick strands during our testing. Nonetheless, we were impressed overall by this mid-range straightener and appreciated that it was lightweight and easy to use. On top of that, it heats up quickly and features five different temperature settings designed for specific hair types, so you don’t have to worry about causing damage to strands. Our in-lab expert even said that this flat iron was one of the best for curling — so it's truly a multi-functional tool. Temperature Settings: 5 | Width: 1.25 inches | Material: Titanium PHOTO: People / Toni Gibbs PHOTO: People / Tamara Staples PHOTO: People / Tamara Staples Best for Thick Hair Hot Tools Pro Artist Black Gold Flat Iron PHOTO: Ulta View on Hottools.com $130 at Sallybeauty.com Star Qualities Easy to maneuver 30 heat settings Temperature of each plate is customizable Red Flags Not ideal for curling due to the four-plate design The Hot Tools Black Gold Dual Plate Salon Flat Iron is not just the best flat iron for thick hair, it also has the best heat settings. Featuring four ceramic plates, this hot tool is super easy to maneuver over thick strands and features 30 different heat settings that allow you to customize the temperature of each plate for a truly personalized styling experience. While the flat iron works really well at straightening, we found that the four-plate design makes curling hair a bit of a challenge, so we wouldn’t recommend it for that. However, it works well at providing a sleek and shiny look for straightening or adding waves. Temperature Settings: 30 | Width: Four 0.5-inch plates | Material: Ceramic titanium PHOTO: People / Jessica Juliao PHOTO: People/Tamara Staples PHOTO: People / Stephanie Petit Best for Curly Hair Hot Tools Pro Signature SteamStyler PHOTO: Target $54 at Amazon $44 at Walmart Star Qualities Glides through hair easily Leaves hair looking super-shiny Good value for the price Wider plate means straightening is easier Red Flags We wish this had a longer shut-off time If you have curly hair, we love the Hot Tools Pro Signature SteamStyler, which features three steam settings for a more efficient straightening effect. We found that it left our hair super sleek and shiny after using it, and we didn't experience any tugging or pulling when passing through. Since this flat iron uses 30 percent less heat, it helps prevent damage caused by heat, and the wider 1.5-inch ceramic-titanium plates make it easier to straighten more hair at once. While this might not be a concern for all, it did take us a while to straighten our strands, which makes us wish that the flat iron’s shut-off time was a little longer. Overall, though, we found this was an amazing flat iron for well under $100. Temperature Settings: 3 | Width: 1.5 inches | Material: Ceramic titanium PHOTO: People / Jessica Juliao PHOTO: People / Tamara Staples PHOTO: People / Alyssa Kingham PHOTO: People / Alyssa Kingham Best for Natural Hair Tymo Ring Plus PHOTO: Tymo $70 at Target $70 at Tymobeauty.com $70 at Best Buy Star Qualities Innovative design works for multiple hair types Combing teeth on the plate help straighten and smooth hair One of the least expensive options we tried Red Flags For straightening only For straightening hair without any static, the TYMO Ring Plus can't be beaten. Unlike typical flat-plate straighteners, the TYMO Ring's plates have small ridges that comb through the hair while you pass it through so that it both detangles and smoothes the hair at the same time. The teeth are coated with nano titanium, which helps to ensure even heat distribution and smoothness, and the brush-like design is especially useful in straightening curly and coily natural hair textures. This hot tool offers nine different heat settings that range from 250 to 410 degrees, making it more customizable than many of the others we tried in the same price range. We found that this tool is strictly for straightening — it didn't do us any favors when we tried to use it for curling different types of hair. Plus, its comb-like teeth might tug on tangle-prone hair. To mitigate any potential pulling, we recommend combing through your hair with a standard brush or comb before going in with the hot tool. Temperature Settings: 9 | Width: 2.76 inches | Material: Titanium PHOTO: People / Jessica Juliao PHOTO: People / Tamara Staples PHOTO: People / Tamara Staples Best Wet-to-Dry Dyson Airstrait Straightener PHOTO: Ulta $499 at Amazon $500 at Nordstrom $500 at Nordstrom Star Qualities Concentrated air technology Left medium-thick hair smooth and shiny in half the usual time Straightened hair had natural movement Red Flags One of the most expensive flat irons we tested (but also does the job of a blow dryer) Remember when we used to fry our strands by passing traditional straighteners over damp hair? Luckily, those days are long behind us — because the Dyson Airstraight gave us a sleek style from wet to dry in 15 minutes without damaging our hair. The two-in-one device uses concentrated air to dry and smooth hair, which means no need for damaging hot plates. Our tester's medium-thick, wavy hair was left smooth, straight, and glossy after using the Dyson Airstrait. With the Dyson Airstraight in hand, we were able to simultaneously blow dry and straighten large sections of hair at a time, which cut our styling time in half. The device is equipped with an auto-pause feature that automatically stops the airflow after three seconds of inactivity, which prevents you from overheating any section of the hair. While the price tag is high, we think that the expeditious, shiny styles that we were able to achieve with just this one tool (no need for separate blow dryers and straighteners) makes it worth the price. Temperature Settings: 3 | Width: 1.5 inches | Material: N/A PHOTO: People / Jhett Thompson PHOTO: People / Jhett Thompson PHOTO: People / Jhett Thompson Shark FlexStyle vs. Dyson Airwrap: Which Styling System Is Better? Most User-Friendly Dyson Corrale PHOTO: Dyson $500 $400 at Amazon $500 at Ulta $400 at Best Buy Star Qualities Cord-free design makes it easier to maneuver while styling Uses less heat, helping to decrease damage Super easy to use, even for beginners Includes storage case Red Flags A little heavier than other flat irons we tested For the price of this iron, you might expect high quality and up-to-the-minute technology — and you'd be right. The Dyson Corrale flat iron features unique flexing copper alloy plates that conform to the shape of your hair to straighten it in less time and produce less damage. Even on curly type 4 hair, the Dyson iron straightened the hair in one pass. The Dyson also excelled with one pass on straighter hair, leaving no static at low temperatures of 365 degrees. This iron can even be used cordless for up to 32 minutes, making it more practical than ever to style your hair on the go. However, even though its weight doesn't initially seem heavy, our arms started to feel those extra ounces after spending some time styling. During our lab test, the iron took 35 seconds to heat up to the maximum temperature and turned off automatically after five minutes of not being used, which preserves battery life. As far as durability goes, there was no damage at all after dropping the iron a couple of times. Temperature Settings: 3 | Width: 1 inch | Material: Copper alloy PHOTO: People / Tamara Staples PHOTO: People / Jessica Juliao PHOTO: InStyle / Tamara Staples PHOTO: People / Tamara Staples Best for Wavy Hair Drybar Reserve Styling Iron PHOTO: Ulta $190 $152 at Amazon $190 at Nordstrom $190 at Sephora Star Qualities Lightweight so it's easy to handle Heat settings designed for specific hair types No pulling or tugging of hair Red Flags We wish the plates were a little longer We recommend Drybar Reserve Dual-Plat Styling Iron for wavy hair because of its two half-inch plates and ionic technology that helps reduce frizz. After testing this straightener, we were super impressed by its lightweight design, which makes styling a lot easier and more comfortable. We also love that the heat settings are designed for specific hair types, so you can rest assured knowing that you won’t cause too much damage to your strands by overheating. While we liked the overall curling effect, we would love to see this straightener with slightly longer plates to make curling a little bit easier; however, this issue wasn’t a deal-breaker for us, and we still think it's a high-quality tool for the price. Temperature Settings: 5 | Width: Dual 0.5-inch plates | Material: Titanium PHOTO: People / Jessica Juliao PHOTO: People / Tamara Staples PHOTO: People / Taylor Calta PHOTO: People / Taylor Calta Best for Fine Hair L'ange Le Duo PHOTO: Amazon View on Amazon $90 at Target $89 at Walmart Star Qualities Air vents cool hair and seal curls Easily straightens in one pass Red Flags Clamp style is a little awkward at first We found that the L'ange Hair Le Duo 360° Airflow Styler works best for fine hair, as it only took one pass to get sleek, straight strands (versus a few passes on thicker hair). It works well at both straightening and curling and features air vents that are designed to cool hair and set the style. The clamp style is a bit awkward at first, but we got used to it with some practice. This styler was one of the less expensive tools we tested, making this an excellent value for those with fine hair who need a straightener that won't burn their hair to a crisp. Temperature Settings: 5 | Width: 1 inch | Material: Titanium The 18 Best Curling Irons of 2024, Tested and Expert-Approved PHOTO: People / Jessica Juliao PHOTO: People / Tamara Staples PHOTO: People / Christina Fortney PHOTO: People / Christina Fortney Best for Curling T3 Smooth ID PHOTO: Ulta $249 at Amazon $249 at Nordstrom $249 at Nordstrom Star Qualities Hair passes through with ease Adjusts temperature based on hair texture and length Provides a beautiful loose wave style Red Flags We wish the smart settings were a little more intuitive When using a straightener to curl strands, you can achieve the most gorgeous loose curls and waves. Our top pick for this is the T3 Smooth ID Flat Iron, which features smart technology to personalize and adjust the temperature based on hair texture and length. The smart straightener also has plenty of slip, making it easy to achieve a beautiful, loose, effortless curl. While we wish the smart settings were a little more intuitive, once you figure it out, this flat iron is truly impressive and allows you to achieve a sleek style that helps keep damage at bay. Temperature Settings: 9 | Width: 1 inch | Material: Ceramic PHOTO: People / Jessica Juliao PHOTO: People / Tamara Staples PHOTO: People / Jessica Fleming PHOTO: People / Jessica Fleming Best Drugstore Kristin Ess 3-in-1 Flatiron PHOTO: Target $95 $74 at Amazon $95 $65 at Target $90 at Asos Star Qualities Designed for easy straightening, waving, and curling Features good tension without tugging and pulling Easy to straighten and curl all four hair types we tested Red Flags Has a slight chemical smell at first You don’t have to purchase a straightener from a beauty supply store to get a high-quality hot tool. For the best drugstore flat iron, we recommend the Kristin Ess 3-in-1 Titanium Flatiron, which is designed for straightening, waving, and curling and does an excellent job at achieving each style. During our test trial, we were most impressed by how quickly it warms up and how well it clamps onto strands without tugging and pulling, making for an effective style in just one pass. We also found this works on all hair types — it was easy to both straighten and curl the strands of the four different hair types we tested. Instead of a locking mechanism like many other flat irons we tested, this flat iron includes a plastic ventilated sleeve to store the iron in after use. Temperature Settings: 4 | Width: 1.25 inches | Material: Titanium PHOTO: People / Jessica Juliao PHOTO: People / Tamara Staples PHOTO: People / Tamara Staples PHOTO: People / Courtney Kassel Best for Beginners Ion Magnesium Flat Iron PHOTO: Sally Beauty $57 at Sallybeauty.com Star Qualities Convenient 30-minute auto shut-off feature Moves easily through hair Red Flags A little pricey for a simple model The ion Magnesium Flat Iron is the best flat iron for beginners because it features a simple yet high-quality design that is easy to use and effective for both straightening and curling. We love this straightener because it has just one setting (up to 450 degrees) that doesn’t overwhelm beginners, and also has a 30-minute auto shut-off, which helps ensure safety in case you leave it on by mistake. From a styling perspective, we found that this straightener was not only easy to maneuver due to its lightweight design, but it also moved smoothly through our hair for a quick style. While we think it's a bit pricey for some beginners, it is one of the cheaper ones relative to those on this list, meaning it's a high-quality tool that's designed to last. Temperature Settings: 1 | Width: 1 inch | Material: Ceramic tourmaline PHOTO: People / Tamara Staples PHOTO: People / Tamara Staples Best Lightweight FHI Heat Platform Tourmaline Flat Iron PHOTO: Amazon $135 at Amazon $150 at Fhiheat.com Star Qualities Slim design is ideal for travel Easy to maneuver when styling Effective at smoothing strands for a more slick look Red Flags Not ideal for all hair types Hot tools can get a little heavy, making it a challenge to not only style but also for travel. After testing several straighteners, we were most impressed by the FHI Heat Platform Tourmaline Ceramic Professional Styling Flat Iron which features a half-inch straightening plate and weighs only one pound making it super easy to hold and style hair without causing fatigue. In addition to its weight, this straightener is designed with negative ions to prevent moisture loss while heat styling and has an adjustable temperature range of 140 to 450 degrees, so you can customize your heat settings depending on your hair type and needs. Temperature Settings: Adjustable (140-450°F) | Width: 0.5-inch | Material: Ceramic PHOTO: People / Jessica Juliao PHOTO: People / Tamara Staples PHOTO: People / Tamara Staples Best for Damaged Hair Chi Lava 4D Hairstyling Iron PHOTO: Ulta $230 $138 at Ulta View on Chi.com Star Qualities Works fast Successfully reduces frizz Chi Lava minerals Red Flags Less effective for curling It’s no secret that hot tools can cause hair damage, so if you’re worried about damage or already have it and want something that is gentler on your strands, we recommend the Chi Lava 4D Hairstyling Iron. Designed with Chi Lava minerals and ceramic plates to lower the chances of heat damage, the hair straightener glides easily through strands and effectively styles hair in just 10 minutes. After testing this flat iron, we were most impressed by how quickly it straightens strands but also how well it targets frizz for a smooth and sleek hairstyle. Although we wish it had a little more slip when curling, we found that it still worked well for straightening and adding waves to hair. Temperature Settings: 5 | Width: 1 inch | Material: Chi Lava minerals, ceramic PHOTO: People / Jessica Juliao PHOTO: People / Tamara Staples PHOTO: People / Tamara Staples Best with Steamer L'Oreal Professionnel Steampod Flat Iron & Styler PHOTO: Sephora $250 at Amazon Star Qualities Built-in comb for easy styling and to help reduce frizz Creates a slick and straight style Red Flags It's a little bulkier compared to others we tested Flat irons aren’t just used for straightening hair; however, if you want one that gives you that amazing slick and straight look, we recommend the L’Oreal Professional Steampod Flat Iron & Styler. This salon-worthy hot tool features a wide design that, albeit a little bulky, works really well at straightening strands without any kinks or flipped ends. The straightener does so thanks to the steam technology that makes it easier to achieve a more slick look, as well as a built-in comb for easier styling. Temperature Settings: 3 | Width: 3.5 inches | Material: Aluminum PHOTO: People / Tamara Staples PHOTO: People / Tamara Staples PHOTO: People / Tamara Staples Add to Cart Shopping for a new flat iron? You might also want to add these PEOPLE editor-approved haircare products that crushed it in our beauty lab testing. Prizm Professional Rotating Curling Iron $60 at Amazon Hot Tools Pro Artist Black Gold Ionic Hair Dryer $64 at Amazon $11 at Walmart Olaplex Bonding Oil $30 at Amazon $30 at Nordstrom $30 at Sephora Color Wow Dream Coat Anti-Frizz Treatment $28 at Amazon $28 $12 at Sephora $28 at Ulta What to Know About Flat Irons Material When shopping for a flat iron, Joseph Maine, a celebrity hairstylist who has worked with Katie Holmes, Ashley Benson, Ariel Winter, and Priyanka Chopra, says to consider the materials as this can not only tell you its overall quality level but also determine how damaging a hot tool — including a straightener — is on the strands. “Ceramic, titanium, and tourmaline are popular choices for flat iron plates, each with its own set of advantages,” he explains. For consistent and even heat distribution, consider ceramic, which also minimizes the risk of damaging hotspots. Titanium, on the other hand, is best for thicker hair as it heats up quickly and holds high heat well. “Tourmaline is a crystal that is ground into a fine powder and infused into the plates, which can help reduce frizz by generating negative ions,” Maine adds. Temperature Control Temperature control is also important to consider as this ensures you can adjust the heat to your preferences. “Lower heat settings are suitable for fine or damaged hair, while higher settings are needed for thick or coarse hair,” notes Maine. Some hair straighteners (including a majority on our list) have pre-set heat settings, while others such as the FHI HEAT Platform Tourmaline Ceramic Professional Styling Flat Iron feature a heat range that allows you to select your preferred heat setting. Plate Size It’s also worth considering the plate size, which can vary depending on the length of your strands and your styling needs. “I typically recommend one-inch plates as it is plenty of surface to straighten any hair type while being small enough to curl or wave the hair,” says Maine. Most straighteners on our list feature a one-inch plate width; however, if you want something a little wider, the Kristin Ess 3-in-1 Titanium Flatiron and BabylissPRO Nano Titanium Dual Ionic Flat Iron are 1.25 inches wide. We also recommend the TYMO Ring Plus, which is 2.76 inches wide. People / Tamara Staples Behind the Scenes After conducting extensive research on flat irons, reading product reviews, and interviewing experts, the PEOPLE Tested team tried dozens of popular flat irons on various hair types and lengths. Effectiveness: We took note of how smooth the glide felt and how many passes it took to get their hair straight. We also used a meat thermometer to test the maximum heat and used a stopwatch to time how long each iron took to heat up and shut off automatically.Durability: We evaluated the durability of each flat iron by dropping each iron twice at vanity level to see if it would break, chip, or scratch.Features: Throughout the testing period, we reviewed everything from ease of use to safety features to heat settings and heat range. We also considered how each hot tool styled hair, including how easy it was to use the straighteners to curl and wave our strands.Ratings: After the testing period, we compiled our notes and rigorously compared each experience to determine which hot tools are the best of the best. Each flat iron was judged on a 1 to 5 scale (5 being the best) against the following attributes: ease of use, glide performance, straightening ability, and value. The tools that received the highest average scores earned our PEOPLE Tested seal of approval and are on this list. Frequently Asked Questions What kind of flat iron is best? After testing several flat irons, we found that the BabylissPRO Nano Titanium Dual Ionic Flat Iron is the best straightener overall because it features ion technology that allows you to customize your heat styling, a lightweight design that is easy to maneuver, and heat settings designed for different hair types so you can easily choose the best temperature for you. Is ceramic or titanium better for hair? According to Maine, ceramic and titanium are both worth considering in a hair straightener, and the choice between the two depends on hair type and needs. “Ceramic irons heat evenly and are less likely to cause damage, making them a good choice for fine or damaged hair,” he explains. “Titanium irons heat up faster and can reach higher temperatures, making them suitable for thick, coarse, or difficult-to-style hair; however, they can potentially cause more damage if not used carefully.” Do flat irons harm your hair? Flat irons can damage your hair if not used carefully. The surface or cuticle of the hair shaft becomes damaged at temperatures above 300 degrees. While there are ways to minimize the potential damage such as using thermal protectors and sticking to one pass per section, some risk is associated with using any high-heat styling tool, especially on clip-in extensions that can't revitalize themselves.According to Stenson, it’s important to use a heat-protectant cream or spray when using any hot tool. Heat protectants add a layer of protection between the hot tool and strands, and can also provide nourishment and hydration which can help combat some of the negative effects of heat styling. “Another damage-reducing practice is to work in small sections so that the heat can penetrate evenly throughout,” Stenson advises. “Last, keep your flat iron moving as you straighten the hair and avoid allowing the iron to sit in the hair for any prolonged period of time.” What is the difference between flat irons and straighteners? Both of these are tools to straighten the hair. But just like succulents and cacti, not all straighteners are flat irons but all flat irons are straighteners. Straighteners are a general category of tools and flat irons are just one type. Other types include hot combs, hot air brushes, and hair dryers. Flat irons use two plates to iron the hair straight. Why Trust PEOPLE? Jessie Quinn is a contributing commerce writer for PEOPLE and has written for publications such as Byrdie, InStyle, The Spruce, NYLON, and more. When covering the best flat irons, Jessie thoroughly reviewed the PEOPLE Tested team’s real-world testing insights for a better idea of each experience, how they compared, and which ones were the most noteworthy. She also reached out to hair experts for their insights on what to look for in a flat iron and answered some of our most pressing questions about flat irons, including what to look for when shopping for the best straightening hot tools. Cai Cramer is a commerce staff writer for PEOPLE who updated this article with her own insights after test-driving the Dyson Airstrait straightener. Our Expert Panel Kevin Kelly is a celebrity hairstylist and extension expert who has worked with Nicky Hilton. Joseph Maine is a celebrity hairstylist who has worked with Katie Holmes, Ashley Benson, Ariel Winter, and Priyanka Chopra. Nick Stenson is a beauty expert who has smoothed the hair of countless celebrities and created picture-perfect styles for numerous runway shows. What Is PEOPLE Tested? We created the PEOPLE Tested seal of approval to help you find the very best products for your life. We use our unique methodology to test products in three labs across the country and with our network of home testers to determine their effectiveness, durability, ease of use, and so much more. Based on the results, we rate and recommend products so you can find the right one for your needs. But we don’t stop there: We also regularly re-review the categories in which we’ve awarded the PEOPLE Tested seal of approval — because the best product of today might not be the best of tomorrow. And by the way, companies can never buy our recommendation: Their products must earn it, fair and square. In short, PEOPLE Tested provides recommendations you can trust — every day, every purchase. 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