Those words might sound terrifying for anyone who survived the ‘80s, but stay calm – the new generation of perms could persuade you to join the curl world
40 years is a long time for a style to suffer for crimes it committed back in the ’80s. Yes, there were some unfortunate moments – footballer Kevin Keegan springs to mind, shudder – but Cher, Julia Roberts, Jennifer Beals and even Justin Timberlake proved that a perm can be cool and certainly no barrier to global megastar status.
And now the perm has returned for 2020 with a softer, modern take on the traditional permanent curls – and it could be the solution you need for adding more volume and movement. Don’t believe us? Well, the team at Hershesons are on board and they were one of the first UK pioneers of the blow dry menu, so they know a thing or two about hair trends. And if the perm is really coming back, we’re HERE. FOR. IT!
The trick is to forget everything you already knew about perms. As the latest addition to their stellar salon line-up, the New Wave Perm does things differently – thanks to styling know-how and new techniques it looks so effortlessly cool that it doesn’t look like a perm at all! Through use of soft rollers, the stylists are able to create a more natural, loose ripple, and with varying sized foam pads a bespoke curl can be created to suit you.
The Hershesons Maxi Perm (pictured above) is the perfect option for the fashion conscious. Wound on long rubber rods rather than traditional perm rollers, it delivers full-on, unapologetically big and lively curls like Carrie Bradshaw in the first series of Sex and the City. It looks great with a simple, longer shape and no mousse is needed for styling. Oils and creams will help the hair feel softer and look more believable.
And then there’s the Braid Perm (pictured left). This is the one the Layered Online office is really excited about. Designed at Hershesons, this perm is ideal for those with fine, lifeless or hard-to-manage hair. Luke Hersheson, creative director across the salons, suggests adopting a new styling mind-set if you opt to perm. He says, “It’s super easy to style a perm but it does involve re-education. Dig out the diffuser for your hairdryer, use your fingers instead of a hairbrush and gently scrunch the hair dry. Or simply let it air dry after applying some serum.” Are you ready to add some curl power? Each perm service is available at Hershesons Salons, with prices from £150.
Over at Karine Jackson Sustainable Hair & Beauty in London’s Covent Garden, Karine uses a revolutionary perming product called Organic Curl Systems, which is completely free from ammonia and thioglycolates. Instead, the neutraliser system contains plant amino acids which soothe and condition the scalp, leaving hair undamaged by the process to give a natural feel, bounce and shine.
If you’re looking for a long-lasting style, the salon offers a selection of styles, which include Weave Wind to give roots a lift, the standard Perm with varying size rollers and Drop Wind to give body and curls on the sides.
“I’ve had so many requests for perms and volumising services – around four a day,” admits Karine. “However, the perm is much softer and gentler now; I think the word ‘perm’ brings up connotations of that super curly, old-style perm but technology and taste has moved on.”
There you have it – four requests a day. There’s no denying it – it’s gonna be a curl’s world again. Let’s ride the wave together!