BeulahBook

Korean Specialty

What each one is, and who it’s wrong for.

Perms have a bad reputation in the United States, earned in the 1980s and never revisited. Korean perming is a different craft: lower heat, gentler solutions, and a result closer to hair that simply grew that way.

If your hair can’t take one of these, we’d rather tell you at the consultation than halfway through the appointment.

Heated rods being wound section by section during a Korean digital perm
Perm rods being wound, section by section.

Specifications

Digital perm

$350+
Time
3 to 4 hours
Lasts
6 to 8 months, grows out softly
Result
Loose wave, visible dry, minimal daily styling
Best for
Straight or resistant hair that won’t hold a curl
Not for
Heavily bleached or badly damaged hair. It won’t hold the wave. Book the consultation and we’ll tell you what your hair needs first.

Heated rods set a loose, defined wave that shows when the hair is dry.

Aftercare
No washing for 48 hours. Air dry or diffuse.

Magic straightening

$350+
Time
4 to 6 hours
Lasts
Permanent on treated hair. New growth needs a touch-up.
Result
Pin-straight, no daily heat styling
Best for
Thick, coarse or strongly wavy hair
Not for
Bleached hair, and anyone who might want their curl back. This does not grow out and it cannot be undone.

Also sold as Japanese straightening. Permanently restructures the hair to sit flat. Unlike keratin, it doesn’t wash out.

Aftercare
No washing, tying or tucking behind ears for 72 hours

Multi perm

$400+
Time
4 to 5 hours
Lasts
6 to 8 months
Result
Lift at the root, movement through the ends
Best for
Fine or flat hair that falls without body
Not for
Very short hair, or hair with recent chemical damage. Ask at the consultation if you’re not sure whether yours counts as recent.

Two techniques in one appointment: root volume where the hair is flat, wave through the lengths. The most tailored service we do.

Aftercare
No washing for 48 hours

Keratin treatment

$250+
Time
2 to 3 hours
Lasts
3 to 5 months, fades gradually
Result
Smoother, faster to dry, keeps some natural movement
Best for
Frizz, humidity, long drying times
Not for
Anyone wanting genuinely straight hair. This smooths. It doesn’t straighten. Magic straightening does that.

Smoothing rather than straightening. Reduces frizz, and it fades out gradually instead of leaving a line.

Aftercare
Sulfate-free shampoo only

Traditional perm, with cut

$185+
Time
2 to 3 hours, cut included
Lasts
4 to 6 months
Result
Defined curl, most visible when wet
Best for
Anyone wanting real curl at a lower cost
Not for
Anyone after a loose beachy wave. That’s the digital perm, listed above.

The classic cold perm, cut to suit. Tighter curl than a digital perm and a lot cheaper.

Aftercare
No washing for 48 hours

Men’s iron perm, with cut

$185+
Time
2 hours, cut included
Lasts
3 to 5 months
Result
Textured volume on top, easy to style
Best for
Flat, straight or cowlick-prone hair
Not for
Under an inch of length on top. Grow it out and come back.

The Korean men’s perm: soft texture and movement on top, cut to shape.

Aftercare
No washing for 24 hours

Also offered

A scalp treatment can be added before a chemical service. Ask at the consultation whether it’s worth it for your hair.

Scalp treatment from $85

Before you book

Is this the perm my mother had?

No. That was a cold perm set tight and small. A digital perm uses controlled heat on larger rods, and the result is a wave rather than a curl.

Will it damage my hair?

Any chemical service changes the hair. What condition it’s in beforehand decides how it turns out, which is why the consultation comes first.

I have bleached hair. Can I still book?

Book the consultation, not the service. Depending on how much lift the hair has had, we may want to do a few treatments first. We’d rather lose the booking than wreck your hair.

I have textured or curly hair. What can you do?

Cuts, color and conditioning work on any texture, and keeping your curl is a perfectly good outcome. If you do want it smoother, magic straightening and keratin are the two we’d look at, and which one depends on whether you want it straight or just less frizzy.

Can I see perms you’ve actually done?

Yes. Finished work goes on Instagram.

Request a consultation