Perms, once synonymous with outdated 80s frizz, have made a striking comeback in recent years, with men leading the trend. Originally a hallmark of voluminous, curly hair from the 1980s, perms have evolved into a modern hairstyle offering tousled, textured waves. Today, men of all ages are opting for this low-maintenance look, drawn to its effortless appeal and the way it adds volume, movement, and personality to their hair.
Greyson Harding, a 13-year-old with a strong sense of style, is one of the many young men embracing the perm. His naturally straight hair was transformed into soft curls, and after initially adjusting to the new look, he now feels confident with his waves. His father, Sam, who works as a cutting director at a salon, recalls his own experience with a perm in the 1970s, when the process was less refined and the results were unpredictable. The contrast between the perm’s evolution from the past to the present highlights how far the technique has come.
The rise of perms among men can be attributed to various factors, including the influence of style icons such as actors Paul Mescal, Jeremy Allen White, and James Norton, who have been spotted sporting curly hair. Salons across the UK are seeing a surge in male clients requesting perms, with some even offering specialized services to meet the demand. Oon Ng, director of NOH Hair in London, notes that perms have long been popular within the Asian community and are now gaining popularity among men of all backgrounds. The ease of maintenance, requiring just washing, styling, and drying, makes perms an attractive option for those seeking a stylish yet practical hairstyle.
Social media platforms like TikTok and Instagram have played a significant role in fueling this trend, as men increasingly seek ways to add texture and volume to their hair. Masa Matsumoto, from Bebop salon in north London, observes that perms are becoming a go-to choice for clients looking to enhance their appearance with movement and individuality. This shift in how men perceive and embrace textured hair reflects a broader cultural change, where curly hair is no longer seen as messy or unprofessional but rather as a symbol of effortless cool.
The resurgence of perms also extends to older men, with many seeking the textured look that was once considered a youthful trend. Mark Creed, former president of the Fellowship for British Hairdressing, mentions that his salon has seen an uptick in male perms across a range of ages. He believes that perms are revitalizing traditional unisex salons and driving business back into these spaces.
In areas like High Wycombe, salon owners like Margie Lenharth see perms as part of a larger movement toward embracing textured hair. The once negative associations with curly hair are being replaced by an appreciation for its unique aesthetic, with the “surfer boy” look becoming increasingly popular. Pascal Matthias, a fashion lecturer, adds that hair has long been associated with masculinity, virility, and identity. A thick, voluminous head of hair is often linked to strength and confidence, making the perm an appealing choice for many men looking to express their personal style.
The process of perming has come a long way since the days of the infamous “bubble” perms of the 70s and 80s, which were often associated with football icons like Kevin Keegan. The modern perm is less time-consuming, with no need for the long hours spent under a dryer, and the unpleasant chemical smells are now a thing of the past. However, the importance of hair condition remains unchanged, and colored hair is generally not suitable for perming.
The cost of a perm can vary widely depending on the salon and location, with prices ranging from £30 in some areas to as much as £400 in top London establishments. Despite the price difference, the trend is expected to continue growing, with many believing that perms could become a permanent fixture in the world of male grooming. Luke Hersheson, creative director at Hersheson salons in London, suggests that the perm may be the next significant male hairstyle trend, following the evolution of styles like the “curtains” and “skater” looks from previous decades. As the once-niche trend gains momentum, it seems that the perm is here to stay.
