From grandmas to bros: Why men are getting perms
Inspired by Timothée Chalamet and Jeremy Allen White, curly hair — often achieved via the ‘broccoli perm’ — is the most coveted male asset in 2025

In an article on how more and more Gen Z men are opting for the kind of ringlets that reached the previous peak of their popularity in the 1980s among rockers and hair metal divas, The Sydney Morning Herald asks, “Are perms for men the new mullet?” Thanks to K-pop, celebrities like Paul Mescal and Jeremy Allen White and up-and-comers like David Corenswet, curls — and the salon techniques used to achieve them — are back.
Who is Corenswet? He starred as Superman and Clark Kent in the superhero’s new incarnation on the silver screen, which is directed by James Gunn. The first images from the movie’s set showed that Kent’s new look consists of voluminous curls on top, with short, discreet sides — a style that is now being referred to as the “broccoli perm.” The photos were a sign to Matthew Ellis, a Portland professor of media studies, that something is going on. “This is the first time I’ve ever seen Gen-Z fashion not in an explicitly Gen-Z character, but in an iconic pop culture figure. When I saw even Superman has the haircut, I was like, ‘Alright, something has happened. We’ve crossed a threshold,’” he told GQ.
FIRST LOOK at David Corenswet’s Clark Kent in ‘SUPERMAN’ pic.twitter.com/cKL4sR1vbJ
— DC Film News (@DCFilmNews) June 25, 2024
The cut is also known as the “Zoomer perm,” having become a kind of calling card for Gen Z boys. Similar to the popular mullet and, in part, inspired by it, the hairstyle gained popularity in 2020 in the place where everything gains popularity these days: TikTok, when a young man named Dillon Latham sported the look in a viral video. Few can claim to be responsible for a feat as glorious as popularizing a global hairstyle: only a handful of individuals, say, Louise Brooks and Jennifer Aniston, can boast of such an accomplishment. But from TikTok to bros, and from bros to the streets, today, the broccoli perm is everywhere. Or at least, everywhere there are kids under the age of 20.
@dillon.latham Replying to @*trace* Did I get a perm? #dillonlatham #saltspray #dillonlathamperm #perm
♬ original sound - Dillon Latham
The videos accompanied by the hashtag #menperm have racked up millions of views and tutorials on how to achieve the look are multiplying. As Luciano Cañete, co-founder and director of Spain’s Cortacabeza hair salons explains, permed hair is especially popular among younger generations of men. “The trend calls for these cuts to be voluminous, but natural hair doesn’t always achieve that effect, so a perm can be the best way to get there,” he tells EL PAÍS. This is how the perm made its jump from ladies’ salons to teen TikTok.
Not a hairstyle for the weak
A broccoli perm requires patience. According to Cañete, hair has to be of a certain length to be able to hold a curl. “It’s not recommended if you’re experiencing alopecia, or if your hair has been chemically treated with highlights or bleaching,” he warns. The perm is a chemical process meant to leave hair in a desired shape using rollers or curlers. Its name is no joke; the effect is permanent and the only way to get rid of ringlets is by cutting the hair off. To maintain it, aside from classic products like hairspray and styling powder, it’s important to moisturize and nourish, applying hair treatments every time one washes their mane. This is why perming also works as the perfect excuse for many men to start taking care of their hair.

“Maintaining a perm can be more complicated than some people think,” warns Noelia Jiménez, stylist and owner of a Madrid salon by the same name. “It requires specific products and regular care to avoid frizz and keep the shape of the curls. It’s also important to visit stylists for regular restructuring treatments and to keep the hair as healthy as possible so that it stays looking shiny,” she says.


The long line for beautiful curls
If all this seems like a lot when it comes to one’s locks, that’s because capillary matters exist on a lofty plane: even in times of revolutionary treatments and the ongoing perfection of implants, the general feeling is that great hair can’t be bought or sold. “You can have money, wealth and power, but having good hair has always been linked to masculinity, virility and identity,” Pascal Matthias, a fashion professor at the UK’s University of Southampton, tells EL PAÍS.
Stylist Moncho Moreno told EL PAÍS that perming techniques have long been stagnant because of low demand during the last two decades. Few expected that young men would start to demand the treatment. The so-called Korean perm, for example, is very fashionable among younger generations. “This type of perm is characterized by softer, more natural curls, often achieved with techniques and products that minimize damage to the hair. It focuses on creating subtle wave and a light finish, unlike traditional perms, which can result in more pronounced curls,” says Jiménez.
“Men are not only more concerned about their hair, but about their image in general. We’ve stopped being ashamed of taking care of ourselves. It used to be hard for men to admit it, but as machismo has faded, there’s growing pride when it comes to grooming and beauty. The industry has hit its stride in this niche market, and it has created a need for these kinds of care. We men have realized that we also like to look good,” says Cañete. Of course, great hair, like fame itself, comes at a cost.
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