To remain or not to remain? The answer seems to be a resounding yes, judging by men of all ages lining up to achieve the textured waves inspired by the likes of James Norton.
An army of today’s top male stars have sported wavy-textured hair, led by Norton, Paul Mescal and Jeremy Allen White.
Happy Valley’s Norton had social media in a swooning frenzy when he showed off his spirally coiffed barnet in all its glory at last month’s GQ Men of the Year Awards.
Bear star Allen White has also become a sex symbol thanks in part to his signature loose waves, while Gladiator II star Paul Mescal sports tousled curls that frame his youthful face.
Perms generated huge profits in the 1980s, but fell out of favor for decades.
Over the past 30 years, even men and women blessed with natural coiled strands have often chosen to straighten their curls.
One of the most famous among them, Justin Timberlake, who bravely flaunted his curls in the early ’90s as a member of the pop group NSYNC. But at that time he was made fun of for his hairstyle.
Curl enthusiasts hope the 43-year-old returns to his roots now that he is back in fashion.
Happy Valley’s James Norton had social media in a swooning frenzy when he showed off his spirally coiffed barnet in all its glory at last month’s GQ Men of the Year Awards.
Oon Ng, director of London-based NOH Hair, said the guardian that perms are in high demand among male clients these days and that her salon now performs six to 10 perms a week.
“All you have to do is wash and apply a little styling product and then let it dry,” she said.
Mark Creed, former president of the Fellowship for British Hairdressing and a colourist at Idlewild salons, also told the publication that they now see perms on “older people” too.
Perms, which change the structure of hair with heat or chemicals, are said to be bringing business back to traditional unisex salons.
“We are doing around 40 male perms a week across the three sites,” he added.
A surprising inspiration for curly hair is also the prominent political commentator Hasan Piker.
Last month, the popular American Twitch streamer showed off his thick, naturally wavy hair while giving a speech at the Oxford and Cambridge Unions about American politics.
Gladiator II star Paul Mescal sports tousled curls that frame his youthful face
Bear star Allen White has also become a sex symbol thanks in part to his signature loose waves.
What followed was a flurry of comments on social media from UK men, many of whom were students, promising to get perms to “look like Hasan”.
Margie Lenharth, owner of ManeBestie salon in High Wycombe, explained: “Curly hair was considered messy or unprofessional, but that surfer boy aesthetic is huge right now.”
Prices for a perm can vary significantly depending on the salon and location.
In Essex, a perm costs around £30, while in London, at a top-end salon, you’ll pay £400.