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Boys queue for curls as perms make a comeback – and men lead the trend

Once seen as outdated 80s frizz, perms today are giving tousled, textured waves, and guys are lining up for them

Masa Matsumoto from north London’s Bebop salon, says perms are “absolutely” growing in popularity among men, and they have recently introduced the service in response to demand. TikTok and Instagram have played a big role in fuelling it, he said, and men are increasingly drawn to them as a way to add “movement, texture, or volume to hair and make their look stand out”. In the early noughties it was curtains, then it morphed into the skater, grown-out hair that looked like it hadn’t been cut in ages, and after that it became something very barbershop – much tighter, with more gentlemanly vibes.

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