RETURN OF THE PERM
IF THE WORD perm makes you think of that Cher-meets-madonna poodle frizz prominent in the ’80s, fear not. Today’s poster girls are Emma Stone and Jaime King – both of whom ventured to the curl side by getting perms last week – and coolgirl actors Julianne Hough, Lola Kirke and Mandy Moore. Add in the fact that salons are seeing an increase in demand – Hershesons even has a perm menu – and the new imperceptible perms are more of an ‘I woke up like this’ wave, and you’ve got the ultimate must-try treatment.
‘ The modern perm is much softer,’ says Tom Cruickshank from Neville Hair and Beauty in London. ‘It’s more about movement, adding volume and a soft curl, rather than the “bubble” look we associate with perming.’ If you want tousled, beachy waves, or just to add
texture to limp hair, it can give results that last for three to five months. And a no-fuss styling regime afterwards: air-dry and go. What’s not to love?
The treatment itself takes around two hours. First, sections of hair are twisted around rollers (the bigger the roller, the looser the wave) and a formula is applied to break down the ‘ bonds’ in the hair shaft. During the second phase, another formula is applied that fixes each strand into the rolled shape. And while it’s by no means a chemical-free treatment, the perming products used today are a world away from their ’80s cousins, making them infinitely better for hair.
‘Some people aren’t candidates,’ says Tom. ‘If your hair is in bad condition, it will only make it look worse. Any hair with bleach is a no-no.’ If in doubt, ask your hairdresser to do a strand test. And afterwards? At-home products like Olaplex can help fortify and enhance shine, while regular moisturising masks will boost hair health. Welcome to today’s new wave.