Today, identifying a member of Gen Z is as easy as spotting the Broccoli perm haircut.
This hairstyle, characterized by loose curls cascading forward on the head, has become iconic for this generation. Popularized by TikTok celebrities like Noah Beck and Bryce Hall, the Broccoli perm is intended to appear effortless and relaxed, despite the hours spent in perm sessions by young men.
The Broccoli perm is not entirely new, with past variations like the K-perm and boy perm making their way into popular culture. Through this cycle of rebranding, perms have transitioned from a passing internet trend to a staple in grooming routines. The continued popularity of perms serves as a testament to the significant influence that TikTok holds over various aspects of society.
An evolution of trendy perms
The rise of TikTok perms began in 2020, during the early stages of the pandemic. While perms have been around for decades, the perms of 2020 embraced a different, more sophisticated aesthetic. These modern versions, often done at home during lockdown, featured forward-combed curls and side fades, creating a unique look.
In 2023, the trend shifted towards the growing popularity of K-pop, inspiring individuals to aim for a new-school boy band appearance. The K-perm, though smoother than the boy perm, maintained the essence of the trend: Gen Z boys embracing rolled-up locks and sea salt sprays.
The Broccoli perm, also known as the Zoomer perm or birds-nest cut, represents the most daring iteration yet. With curls pushed forward to form a distinctive florette over the forehead, this style may seem unconventional to older generations but has gained immense popularity among influencers like Jack Doherty and even fictional characters like Superman.
Are TikTok trends merely rebrandings?
Platforms like TikTok offer a vast array of content, with each For You Page offering unique trends. However, how did perms become such a dominant trend among an entire generation for so long? The answer lies in branding.
Looking at other internet trends, like the “clean girl” beauty trend of 2023 and the Kylie Jenner Lip Challenge of 2015, it becomes evident that the perm trend is another example of repackaging old fads with new names. This trend recycling showcases the ability of social media to revive and reinvent past trends rapidly.
