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The perm, long derided as one of fashion’s most embarrassing hairstyles, is making a surprise comeback.
The look, which is short for “permanent wave,” has been all but dead and buried in the style stakes since long before the millennium but, as with every trend you can imagine, it’s back in fashion once again, thanks to a series of TikTokers and K-Pop stars.
Who is leading the wave(s) this time? Korean-Australian teen star Danielle Marsh, who is part of the K-Pop band NewJeans, rocked a full set of tight curls last year, and more recently American model Bella Hadid has been seen wearing her hair in relaxed waves.
Hollywood star Katie Holmes has also been sporting her famous brunette tresses in softly tousled curls, most recently at New York Fashion Week.
Let’s go back to the ’90s and a perm, achieved through a set of hot rods, a lot of patience and some pretty harsh chemicals, was the most desired look.
New waves! K-Pop star Danielle Marsh, 18, who is part of the band NewJeans, pictured sporting a head full of tight curls; The perm has become popular in Korean and Japanese styles, and it is also making a comeback in Europe and the United States.
Teenage girls wanted long curls in copper tones à la Julia Roberts in Pretty Woman, or girl-next-door vibes thanks to Kylie’s breakout role as mechanic Charlene in Neighbors.
And the men? The memory of footballers with shaggy perms in the Eighties is very important to many: who could forget Kevin Keegan’s famous tight curls when he was at the peak of his career on the field?
The rebranding has begun, though, through the likes of Timothee Chalamet (and his signature loose brown curls) and Game of Thrones star Kit Harrington.
And even footballers are rediscovering curls, although this time with a neater, shaggy top with shaved sides.
TikTok is flooded with Gen Zers chatting about how to get the latest look, including using diffuser extensions in hair dryers and texturizing products to define and enhance curls.
Supermodel Bella Hadid has been wearing her brunette locks in tousled curls in recent months.
A young Kylie Minogue, photographed with voluminous hair during her groundbreaking role in Neighbors. Right: Julia Roberts made millions of ’90s teens want long, brunette curls
Tokyo-based hairstylist Hiroumi shares a shaggy, bleached blonde look; Perming is becoming very popular in Southeast Asian countries, including Japan and Korea.
And there are also plenty of clips of people sitting in salons, sporting neat rows of perm bars or lathered up with perm lotion.
While some have been blessed with naturally falling curls, the vast majority of us will have to resort to chemicals to achieve curls in 2024.
Celebrity hairstylist Tom Smith previously told the Mail that a DIY perm at home can lead to a disaster and urged anyone considering taking the plunge to turn to an expert.
Actress Katie Holmes arrives at the Michael Kors show in New York earlier this month; Recently, the Hollywood star has frequently worn her long, straight hair in softer curls.
“A perm uses a chemical ingredient that breaks down the molecular structure of the hair, followed by a second step that rebonds it,” she explained.
‘There is a difference of a few minutes between a perm and what is known as “rubbly hair that breaks” (damaged or very springy hair), so it is best to leave this to the professionals.
‘If you want to experiment and see if a perm is the right option for you, there are several styling tools you can purchase.
“I absolutely recommend going this route before committing to a perm.”