Given that we’ve brought back shoulder pads and high legged swimwear, it’s not much of a surprise that trends from the 80’s refuse to die.
But one thing I really hadn’t expected to be welcoming back was the perm.
For the uninitiated, a perm is a way of making straight hair curly, and it involved covering your hair in some pretty noxious chemicals, wrapping it into a curl and then setting it that way, so that the hair was permanently altered.
All accounts suggest that it didn’t smell good and it was pretty awful for your hair. But if left you with that huge cloud of curly hair that any self respecting 1980’s fashionista couldn’t live with out.
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American Wave by me, amazing cut shaped by @nickarrojo for our IBS New York and American Wave Exposé presentations this weekend. Thank you for the opportunity to get up and share some work. I'm grateful to be surrounded everyday by incredible talent and inspiration from our team @arrojonyc #arrojo#arrojonyc#americanwave#hairbrained
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Then the 90’s and 00’s and Rachel from friends came and it was all about straight hair – flicky layers if you were feeling wild, but predominately straight.
But now that curls are trendy again, the perm has earned an escape from sartorial prison. It’s back, and it’s very different from the original.
Now known as the ‘American wave’ these perms are chic, trendy and apparently don’t have any of the damage that the original perms caused.
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Curl Power ➰👊🏻 . . . . . . . #arrojo #arrojonyc #arrojoproduct #americanwave #textureservice #internationalwomensday #behindthechair #hairdresser #modernsalon #beautylaunchpad #nyc #nychair #hairinspo #hairgoals #curlyhair #curlygirl #loveyourhair
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The American Wave curls are looser, shaggier and more modern and can be combined with on-trend cuts to give a super chic look which anyone would believe was fully natural (or the result of some great styling).
Discussing the process, American Wave say: ‘Using an innovative, ionic waving lotion the product penetrates the hair shaft gently, without roughing the cuticle or making it swell, which is what old-fashioned perms used to do. The ionic lotion reduces stress on tresses, creates a smoother cuticle, and makes hair fabulous and full. Instead of setting hair with hard tools, we combine soft tools with editorial techniques, so looks are fashion-forward, not frumpy.
‘With American Wave we can offer the permanent creation of wave and curl, volume and fullness; we can make hair more or less wavy or curly; we can use it to control frizz, add texture, movement or volume. It’s long-lasting, with loose waves only needing a redo every three months. And instead of chemical perms, it smells of eucalyptus.
“It’s time to reinvent permanent waving and get rid of the fears,” says Nick Arrojo. “Rather than seeing every hairstyle as perfectly straight, we promote the graceful elegance and individuality of texture. We created a product to match our vision.”’
American Wave is currently only available in the US, but if you’re heading to NYC any time soon and feel like getting your hair done, you can find out more here.Advertisement
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Source : https://metro.co.uk/2018/03/09/looks-like-perm-making-comeback-7374034/1136