The global pitch is understood to have taken place this autumn and the successful agency is expected to be announced soon.
The review comes amid a Christmas advertising drive that has been overseen by global director of brand and comms Hania Flannery.
The campaign, which was created by GHD's new ad agency Atelier and features the hashtag #getthehintdarling, encourages women not to be shy in telling their partner what they want for Christmas.
It is not known whether Shine was asked to repitch for the account, which Shine took over from Borkowski PR in 2008 during a tough time for the client including a 40 per cent fall in profits.
Since the appointment of Paul Stoneham as chief executive in 2009 GHD has recovered, and has invested in sponsoring the Victoria's Secret fashion show as well as focusing its distribution on professional hair salons and premium retailers such as Harvey Nichols, Selfridges and John Lewis.
GHD declined to comment.
