Eighties-style perm hairdo is a hit with millennials — but is it for you? We test it out to see what’s changed
YOU might feel a wave of nausea about it, but Eighties hairdo the perm is once more a hit and wowing millennials.
Young stars, from Lily Collins to Emma Stone, have been snapped with the curly look.
But the P-word still upsets a generation of women who tried it and got PTSD — Post-Traumatic Salon Disorder.
Images of TV-am fitness expert Mad Lizzie’s bouffant or Corrie regular Deirdre Barlow’s pin-tight curls make many grimace at the memory.
So would a 2019 perm be any different? We sent graphic designer Paula Keogh, 49, from South London — who had a nightmare perm the first time round — to Neville Hair & Beauty salon in central London to give it another go.
She said: “The year was 1986 and all my friends had a perm. A salon in Tottenham Court Road had a discount offer so I figured I’d try it.
“But it was a disaster. Choppy layers made me look like I had horns and the harsh chemicals left my hair crispy, toneless and ruined.
“It took me a whole summer to grow it out and I remember counting the days praying I’d get my normal hair back soon.”
As for the prospect of revisiting the style, she said: “I would be terrified. I can’t believe the world’s worst hairstyle is back in fashion.” But Neville’s stylist Tom Cruickshank swears today’s perm is a million miles from the barmy Brillo look of yesteryear.
He said: “People may have bad perm memories but it’s come a long way, thanks to technology. The style is much more natural these days.
“While the old cold perm created tight 1980s curls, a modern digital perm uses infrared heated rollers to set the curl.
“The result’s springy waves like those you might create at home with a tong.”
So gritting her teeth, single Paula went along to try it out. Understandably nervous, she said: “I’m just praying they don’t destroy my hair.”
But stylist Tom put her at her ease, explaining the process and why so many old perms looked wrong.
He said: “The mistake salons often made was not cutting the hair first. Perms don’t suit every style
— you need to shape the hair so it works with the curl.” So Paula had a quick trim and then the perm process got underway — bendy heated rollers were put in her hair, then the ammonia solution was poured on. Paula said nervously: “It smells like bats.”
But 30 minutes later she was at the sink for a wash, and the final fixing solution was applied. A rinse ten minutes later and it was diffuser time.
In all, Paula was in the chair for just over two hours.
She said: “I love it. I’m so surprised. It’s much more subtle than I expected, but my hair has more body and life.
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“It’s going to be so low-maintenance. I just have to run my fingers through it and I’m good to go.
Even better, my curls still feel healthy. When I pulled at strands of my first perm, little bits of hair would come off in my hands.
“But this feels glossy without a hint of the crispy hell. I genuinely think I’ve laid my perm ghosts to rest.”
Look after that perm
TOM’S top tips to maintain a perm . . .
- DON’T let it anywhere near a hairdryer. Heat styling saps moisture and will leave your hair frizzy. Let those curls dry naturally.
- DO apply styling products while your hair is wet. Again, this will minimise any damage or drying out.
Try to stick to oil-based creams rather than sprays. They will hold the curl better. - DON’T use sulphate-based shampoos. Use natural “clean” products wherever possible.
- DO use a deep-conditioning hair mask once a week. This will keep your perm looking shiny and healthy.
- DON’T brush, comb or bother your hair more than you need to. Apply products while wet and then leave it. You will look tousled and gorgeous.
- A perm costs from £150 at Neville Hair & Beauty. Visit or call 020 7235 3654 to book.
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