Straight is the New Perm: A #StraightPerm Review

For the time-poor Belle About Town, turning an umkempt mop into a presentable hair style each morning can be a tedious and time-consuming task. Whether you favour straighteners or rollers, serum or curl control, it’s time you’ll never get back, and can leave you hot and bothered before you even step out the door.

So when we were offered the opportunity of trying out the unique StraightPerm treatment at One2One Salon in Mayfair we jumped at the chance. Promising sleek and straight hair day in day out, with no need for products or procedures, it sounded too good to be true…

The One2One salon can be found in quiet Blenheim Street, just a couple of minute’s walk from Bond Street station. A snazzy floral wall is your first view as you enter, and a laid back soundtrack murmurs gently behind the familiar hum of hairdryers. There’s a relaxed feel and as you’re seated you’re greeted with your choice of drink served with a cute biscuit depitcting the face of owner Christian’s favourite pooch. It’s little touches like this that give the salon a personal feel.

Our Belle before the treatment..

So now to the treatment. The Straight Perm procedure starts with a protein conditioning treatment that means even dry, damaged or bleached hair can be straightened. Collagen, keratin and silk proteins penetrate the hair follicle to re-form and condition the hair shaft. A hot iron promotes heat oxidisation to leave hair silky, smooth and perfectly straight.

Originating in Japan, the straight perm offers a permanent solution to curly, frizzy and unruly hair. It does away with the need to use straightening irons and leaves hair looking straight by breaking down the bonds that hold the curl shape. This is no Brazilian Blow Dry – it’s not dependent on maintenance – it permanetly restructures the hair follicles. As its name suggests – this is permanent.

Salon owner Christian Toth specialises in the Straight Perm system. It’s his signature and his development, and he’s the UK’s leading specialist in thermal hair treatments. You can’t get this treatment anywhere else in London.

… and after

Christian was the first British hairdresser to train at the famous Yuko Academy in Japan with Yuko Yamashita, and went on to teach the techniques in both Dubai and Paris. He takes time with each and every client that enters the salon to ensure the result is nothing short of perfect. We were told to allow three to four hours for the procedure, but in reality were there nearer five to ensure everything was done exactly as it should be with no cutting corners (just a few too many split ends).

Christian’s passion and dedication was evident from the moment we met. Calm and gentle, this is no flamoboyant hairdresser jumping on the latest craze, this is a serious artist who has spent years studying hair reshaping and devising his own techniques and products.

While permanent straightening used to mean flattening the cuticle of the hair so that hair couldn’t be curled or waved afterwards, a new innovation in protein conditioning means that now the cuticle is permanently smoothed but the hair can be restyled, so you don’t get that poker straight finish, it’s a more natural smooth look.

We were dubious about the long-lasting results – surely those kinks and waves would return, or straighteners would be needed to maintain the sleek look of the hair post-treatment, but no, this really is what it says on the tin. It’s a treatment that leaves you with permanently straight hair. Retouches are recommended every six months or so, but this will last until hair grows out.

It’s also a healthier alternative to the Brazilian blow dry which tends to dry hair out, and unlike the Brazilian it can still be done during pregnancy.

Christian’s approach is bespoke and One2One is the only salon in London to offer the Straight Perm. When straightening, each formula is hand mixed and adapted according to the individual’s hair condition, resilience and colour history.

Three months on and the results are as good as the day we left the salon. If you’re looking for a solution to unruly hair problems, and daily battles with bottles of curl-tamer and straightening irons, you’ve found it.

  • Permanent hair shaping costs £450 per treatment – Belle receieved a complimentary treatment in return for an honest review.
  • Emily Cleary

    After almost a decade chasing ambulances, and celebrities, for Fleet Street's finest, Emily has taken it down a gear and settled for a (slightly!) slower pace of life in the suburbs. With a love of cheese and fine wine, Emily is more likely to be found chasing her toddlers round Kew Gardens than sipping champagne at a showbiz launch nowadays, or grabbing an hour out of her hectic freelancer's life to chill out in a spa while hubby holds the babies. If only!

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