Return Of the Perm: Now Bella Hadid Is Taking Curls for a Spin

From the depths of the ’80s, where it was sandwiched between shoulder pads, mullets and blue mascara, the perm has indeed returned. As someone who has spent years ironing out their natural waves, I never thought I’d be typing out these words. And yet, when I look at pictures of Bella Hadid, smiling gleefully in Las Vegas with a full head of beautiful curls, seemingly without a care in the world, I weirdly don’t feel triggered. Styled into a side parting, with shorter layers giving the look depth as a kind of side fringe, Hadid makes a convincing case for 2023’s most unexpected hair trend. 

Of course, Hadid isn’t the only one experimenting with the ’80s throwback. Last month, Katie Holmes stepped out in New York with a set of glossy loose ringlets, adding some retro glam to an otherwise low-key look. And before that, Emily Ratajkowski was seen sporting some big bouncy curls, which perhaps felt more Studio 54 than Working Girl.

All but consigned to the dustbin of beauty history due to its negative associations with frizzy, over-processed ’80s hair, it’s been a while since the perm was in vogue. However, thanks to the rise of innovative at-home heat technology, these days, you can recreate the perm effect without damaging your hair in the process. For example, wrapping your hair around something like Ghd’s Curve Thin Curl Wand 14mm is a great way to achieve the tight curl look. Alternatively, book in with a trusted salon for a more permanent effect.