Perms, or the permanent wave, have been a fixture of American culture since the late 19th century and reached peak popularity in the 1970s and 1980s. While beauty trends, like fashion, are cyclical, perms today differ greatly from those once seen on stars like Cher and Stevie Nicks, thanks to gentler products and digitized heat technology. Digital perms, or hot perms, have also become popular. “It certainly helps that K-Pop and K-Dramas are popular and the stars get perms, so that has made it more culturally acceptable,” said Chen. Wella’s Munz is hopeful the resurgence of perms will also encourage brands to further engage with the multicultural consumer.

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