Chemistry and Life – Style

“Kommersant Style” – about why the fashion for perm has returned and how to care for the hair of the owners of such hairstyles.

It seems that the whole thing is back in the East: the global popularity of K-pop groups has led to a surge of interest in men’s perm: in social networks, such hairstyles (in the search – “perm” or “permanent”) are gaining tens of millions of views – all in order to be inspired the way idols look and try to match them. Smooth, well-groomed skin, impeccable outfit and perfect hair – these are Korean stars today. However, the older generation sees the reason in a slightly different driver. For example, the famous colorist Alex Contier believes that cinema has influenced the rise in the popularity of perming. “First we saw the careless curls of Aaron Taylor-Johnson in ”Anna Karenina”, then the image of the handsome maniac Penn Baggley in the TV series ‘You’ influenced the male brain, and, of course, ”crash” our time Timothée Chalamet and Kit Harington from Game of Thrones. How to stay here? he adds.

However, long before the series and films listed, you need to remember the rock scene of the 1980s: Jon Bon Jovi, the group “Europe” – they all wore hairstyles that were an integral part of the brutally romantic image they created. The small curls of Justin Timberlake at the dawn of his career also remained in my memory – the beginning of the 2000s spoke its own, special style language. Thank the gods, modern men’s perm looks much softer and more natural.

Men who choose a permanent today, in addition to purely aesthetic factors, are also guided by convenience. Elena Metlina, stylist at the Slowmo Tsvetnoy salon, believes that one of the main advantages of curling is saving time on morning hair styling. “As practice shows, men want to have not only beautiful and well-groomed hair, but also dream of ease in daily care,” she says.

Texture, curls, volume – these undoubted advantages of a quick morning collection speak in favor of a permanent. However, there are pitfalls that are worth paying attention to. Elena notes that it is important that the quality of the hair does not suffer during curling and that it looks “alive”. “We achieve this effect using the Alterego biowave: this composition has the most gentle effect on the hair structure, but at the same time allows you to make a curl of any intensity: from Afro to a light surf wave.”

Please note: what continues to be called “perm” in everyday life remains only in the name – no one is ready to poison their hair anymore. Today, biowave is a priority, as it does not contain chemicals like ammonia, alkali, acids and gives excellent results on natural hair. “True, the most striking effect is noticeable only for the first time,” emphasizes Alex Contier. “If you want to repeat, you need to wait until the hair grows back, cut off what is already in the curl, and only then do it again. Otherwise, over time, the hair turns into hay.

Those who decide to lead a curly life need to remember how to properly care for their hair. In general, experts agree on one thing: regular moisturizing and nutrition products should be built into your personal care routine. Yaroslav Stefaniv, stylist at Mr. Right, advises: “After the curling procedure, it is imperative to moisturize the hair and use nourishing hair masks. It is not recommended to wash your hair for the first three days. In the future, after washing, you need to wait until the hair is completely dry and then comb it with minimal pressure, starting from the tips. After-shampoo conditioners, mousses, dry oil to form curls, they should all have their place on the bathroom shelf. You can renew permanent waving after three to six months, but you need to monitor their condition very carefully. Fashion passes, but hair – up to a certain age – remains.

Irina Kirienko