Why did perms decline in popularity during the 1990s?

The decline in popularity of perms during the 1990s can be attributed primarily to the growing preference for smoother, sleeker hairstyles. During this era, there was a cultural shift towards hairstyles that emphasized straightness and shine rather than the volume and texture associated with perming. Influences from pop culture, such as celebrities and fashion icons who adopted and popularized straight hair, led many individuals to embrace these smoother styles, resulting in a decreased demand for the curly, voluminous looks that perms provided.

While increased use of hair color, improved curling technology, and a return to natural styles contributed to the changing trends in hair aesthetics, it was the overwhelming appeal of sleek, straight styles that predominantly shaped consumer preferences and led to the decline of perms during this time.