The Gusto Korean Perm: Not Your Dad’s Perm

Forget everything you think you know about perms. The tight, frizzy spirals your dad came home with in the 80s? That's ancient history. The Korean Perm — also known as the digital perm or wave perm for men — is a completely different beast. It's the reason K-pop idols and the most stylish guys on your Instagram feed have that effortlessly textured, natural-looking wave. And now you can get it at Gusto Hair.

So What Actually Is a Korean Perm?

A Korean perm is a modern perming technique that creates soft, natural-looking waves or loose curls rather than tight, uniform ringlets. The result moves like natural hair — it bounces, it flows, it looks like you were just born with great texture. The technique uses either a digital (hot) perm or a cold wave perm process depending on your hair type and the finish you're going for. The key difference from old-school perms is control: your stylist can dial in exactly how much wave or curl you want, from the subtlest beach texture to a fuller, rounder shape.

Why Is Every Stylish Man Getting One Right Now?

The Korean Perm has exploded in popularity thanks to K-pop, K-drama and the wider influence of Korean beauty and grooming culture. Men who previously had flat, lifeless hair or a stubborn straight texture are discovering that a wave perm completely transforms their look — adding volume, movement and personality without any daily styling effort. It works with virtually every men's cut: two-blocks, textured crops, mid-length styles and beyond. Once you've got the wave, your morning routine basically disappears.

Will It Suit My Hair?

The Gusto Perm Experience

At Gusto Hair, we've been doing men's perms for years and have honed our process to get consistently great results. We start with a detailed consultation to discuss the wave pattern, volume and finish you're after. The perm process itself takes a couple of hours — your hair is wrapped around rods, treated and set — and we finish with a professional blow-dry to reveal the full shape. The result is immediately wearable and gets even better after the first wash when the wave fully relaxes into its natural pattern.

How Long Does It Last and How Do I Look After It?

A Korean perm typically lasts between 3 to 6 months depending on your hair growth rate and how well you maintain it. To keep the wave looking its best: use a moisturising shampoo and conditioner, scrunch in a curl-enhancing cream or sea salt spray while damp, and avoid brushing when dry (use your fingers instead). Avoid heat styling directly after the perm — let the wave do its thing naturally and it'll reward you with great texture every day.

Book Your Korean Perm at Gusto Hair

Ready to ditch the flat hair and finally have a style that turns heads? Our team at Gusto Hair are perm specialists — we've done hundreds of men's perms across our Oxford Street and Covent Garden salons and we know exactly how to get the result you're after. Whether you want a subtle wave or a bolder curl, we'll make it happen. Book your appointment today and find out why the Korean Perm is the best thing to happen to men's hair in decades.