Why are more men getting perms?

The modern men’s perm is loud for a hairstyle so soft. On TikTok, the hashtag #menperm, referring to one of the latest hair trends to be born from the app, has garnered more than 20.7 million views.

Those videos often begin with a man in a salon chair, pictured from the shoulder up. The camera orbits around his head just before a final shot of his crown: silky, voluminous waves lacquered with the aplomb of K-pop boy bands.