First off, what is a perm? A perm (short for permanent hairstyle) uses chemicals to change the texture of your hair. The process involves breaking down the molecular bonds in each strand and resetting ...

Love it or hate it, the perm is back in business. Bella Hadid, Emily Ratajkowski and Katie Holmes have started a curl trend. “Because of the recent trends of people wanting to embrace and enhance ...

Much like the return of the relaxer, the rise and return of the perm has been a quiet reemergence — almost the Abercrombie & Fitch of hair treatments. Much like Abercrombie, perm solutions have ...

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