You'll either love or hate this 2018 version of the perm
Yay or nay?
We've all been very loyal our trusty GHDs for almost 20 years now but is this the hairstyle that will finally put an end to our straight hair addiction?
We've all seen those photos or our mums rocking big waves back in the day and it looks like the perm is coming back with a 2018 twist.
Say hello to the 'American Wave'.
This updated take on the classic 80s style is edgier, looser and more relaxed than the original perm.
It's also supposed to cause less damage to your hair as the American Wave product "penetrates the hair shaft gently, without roughing the cuticle or making it swell, which is what old-fashioned perms used to do," according to the brand.
"The ionic lotion reduces stress on tresses, creates a smoother cuticle, and makes hair fabulous and full."
It's the brainchild of New York-based hair stylist Nick Arrojo, who's also known for pioneering the haircutting technique of using a razor.
"It’s time to reinvent permanent waving and get rid of the fears," he said.
"Rather than seeing every hairstyle as perfectly straight, we promote the graceful elegance and individuality of texture. We created a product to match our vision."
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Among the celebs who have tried the American Wave are actress Emma Stone, while we've seen the likes of Saoirse Ronan, Margot Robbie and Jennifer Lawrence rocking shaggy, dishevelled hair on the red carpet this season.
Reckon it'll take off here?