It is understood that the account is worth six figures.
Shine repitched against six agencies last year. A UK-based agency was sought to head up the global comms campaign for the company, which has focused on new product development in the past year.
Shine had held the GHD account since 2008, taking over from Borkowski PR during a difficult period for the firm, when it experienced a 40 per cent fall in profits.
Since the appointment of Paul Stoneham as CEO 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.
PRWeek contacted GHD for comment but received no reply at the time of publication.