You know when you find something in the back of your wardrobe that you loved but totally forgot about? You pop it on, add this season’s up-to-date tailoring or accessories and wham, bam, thank you ma’am – it looks as good as new. This is what’s happening with the modern perm right now. We may be talking curls, but let’s get something straight: we are categorically not describing the kind of tight corkscrew curls that look like they should be doing step aerobics in neon Lycra and leg warmers. Nor are these the curls that look either slightly wet or a wee bit crunchy – at any given moment in the day. Because, the New Wave Perm does curls differently. In fact, thanks to new techniques, new styling know-how and some great ideas from our stylists, the New Wave Perm looks so gorgeous and natural, it doesn’t look like a perm at all. Here are 5 reasons why you’ll love our modern “perm-utation”…

New techniques can create a loose wave perm

Let’s talk technique and how things have changed since we last saw the back of perms. We now use soft perm rollers, (not the old plastic rods) to create a looser, more natural ripple. When you want to go beachy, we can even use medium-sized foam pads to make your style more chilled still. The point is that we know you’re not a lemming. So, we use the technique and placement that suits you best, to create a bespoke New Wave Perm that says exactly what you want it to say about you.

It can make your hair look thicker

For those of us who are not blessed with thick hair, this is one seriously neat solution. We skip on by those rods and rollers and instead, plait hair after applying the perm solution. With lasting fullness, movement and body – you get the very best out of your hair.

It can complement your cut

We've said it before, and we'll say it again: Great Hair starts with a Great Cut. A cut with shape and layers in just the right place will add natural bounce and movement to your curls, to define your features and make your whole look sing.

It’s easy to maintain

Rather than tonging your hair, day after day, you simply wake up with Great Hair – and it lasts for up to six months. Just dry it section by section, using a diffuser – but never, ever use mousse. A mousse will take your perm time travelling, right back to the 80s. A smidgen of smoothing serum or cream will make it modern and cool.

The A-list are rocking it right now

Whether celebrity styles are your thing or not, there's no way in hell Julianne Hough, Emma Stone, Blake Lively, Karlie Kloss, and Bella Hadid can all be wrong, now can there? All of them have rocked a New Wave Perm style in recent years. And that’s good enough for us.
Final thoughts that shouldn't be forgotten: do not even think about perming bleached hair, (you’ll only end up fried and frazzled). But do treat your New Wave Perm with the respect it deserves by using a nourishing conditioner and hydrating weekly mask. Otherwise, you’re good to go with the perm of your choice. Convinced at last – your doubts behind you? Go on – it’s enough to make your hair curl.