A hairstyle that was once mocked is making a dramatic comeback among Gen Z boys, becoming a viral sensation on social media and a staple in barbershops globally. The “Zoomer perm,” as it’s now called, is seeing boys as young as 12 spend up to $100 or more to achieve the chemically-induced curly look that was popular in the ’80s and ’90s before falling out of favor.
“I remember when we would give men perms and then make fun of them afterward,” said Danielle Tedesco, head teacher for hairdressing and barbering at TAFE NSW, in an interview with The Sydney Morning Herald. “There was a time when I did seven or eight spiral perms for women a day, but men rarely opted for it. Now, there’s a significant rise in men asking for perms.”
The current trend has seen the perm compared to everything from broccoli florets to llama hair, reflecting the style’s distinctive long, layered curls on top. While men in Japan and South Korea have embraced perms for decades, LA-based celebrity hairstylist Clayton Hawkins told GQ that the Western resurgence began around 2021, influenced by Gen Z TikTok stars like Noah Beck and Dillon Latham.
The craze reached new heights when a set photo from James Gunn’s upcoming Superman movie went viral, showcasing David Corenswet’s Clark Kent with what Hawkins dubbed a “TikTok f**kboy broccoli cut.”
“As someone who loves curly hair, I totally get it,” Hawkins remarked. “Guys appreciate that a perm allows them to let their hair air dry without much styling. Seeing Clark Kent with this hairstyle is pretty iconic.”
The popularity of the Zoomer perm has become so overwhelming that some barbershops, like Hairrari in New York, have stopped offering it due to the high demand and the strong, unpleasant odor of the perm solution. “They’re very popular but very smelly,” a stylist told GQ, noting that they receive multiple requests for the look weekly. “The smell is like eggs and it permeates the entire salon.”
The trend has also been noticed by Brisbane-based barber Matthew Clarke, who won the 2023 Australian Modern Barber of the Year Award. Clarke sees a similar demand at Esquire Barbershop, where clients aged 16 to 27 come in to add volume to their classic ’80s mullets. “Young guys are going hard on this trend, and there’s been a significant rise in perm requests in the past eight months,” Clarke said. “Barbers now offer chemical treatments, making it easier for those hesitant to visit a salon.”
On TikTok, teen boys share their perm experiences, whether done at home or professionally, along with tips and tricks for others interested in the style.
TikTok star Dillon Latham’s journey to the perm began in 2020 when he bet his 1.5 million followers that he’d get a perm if a video reached 500,000 likes. The video garnered two million likes and eight million views. “I was the perm kid at school and got made fun of, but the video went so viral that people couldn’t say much. Soon, other kids at school started getting perms too,” Latham told GQ. “Young people care about their hair more than ever because of social media. Every viral, highly attractive guy on TikTok had this fluffy hair look, making it a must-have.”
The perm trend among Gen Z boys is a striking example of how social media and celebrity influence are reshaping beauty standards and hairstyle preferences.