By the year 2000 the perm had practically died out. Hair got damaged; curls looked forced; treatments couldn’t be combined with color; and the odor was off-putting. It was enough to make the most dedicated texture-changer put the perm rods away.

Now, with improved technology, comes a new age of permanent waving. The technology is ISO Option Waves and, at ARROJO studio, it is being championed by one of our own stylists, Abbey Theis. 

“The key benefit of the product is the creation of natural-looking waves and curls with a damage-free formula,” says Abbey. “I’ve been using it for the past two years with fantastic results. Clients have become aware of the technology and I’m getting more and more requests for the service. And for any client who's looking to change their texture, it’s the first thing I recommend.”

If it seems like Abbey is a walking, talking advert for this new wave of curl, it’s because she is. Many have complemented her for the beautiful, natural ringlets she sports; yet they are not natural, they are by way of this permanent waving.

“It’s true my curls look real,” says Abbey, “but that’s down to the quality of the product and the quality of the application. It’s a great way to show clients that it really does work, that this is a giant leap for texture enhancement.”

It also provides a new dimension of versatility, making it an option for almost anyone. It can make hair more or less wavy or curly; it can control frizz; make hair more manageable; add texture, volume, shape, shine; give movement; make curly hair totally straight; and even-out curls on multi-textured hair.

Best of all, the low ammonia formulations mean that it can be combined with almost any color service, and you can also permanent wave over permanent wave––benefits that were unheard of in the past.

“The most popular salon usage,” explains Abbey, “is for those gorgeously feminine, loose and undulating, ‘beachy’ waves. It’s a look I love and we’re definitely able to take that style to the next level, but as a stylist who likes to innovate, another great advantage is the creative freedom the product provides.”

So much so, that Abbey was able to use it in the SQ-Round collection (featured on page 9). “With SQ-Round the concept was the fusion of round and square cutting styles to give the hair multi-texture,” says Abbey. “And to expand the texture and shape at the bottom and at the top, I used a double-wrapping technique, which means putting two perm rods in one section, and allows for texture creation, without losing length. It was a lot of fun, it turned out great, and it shows that––in the salon and in editorial––we are using new technology to push back the boundaries of style.”