The definition of style is constantly evolving. No one knows that better than Cloud Nine’s Honorary Chair, Susan Powls, the woman who launched an $800 million product category by introducing the straightener to the UK.
As she approaches her 80th birthday, Susan is reminiscing about her exceptional career, and the styles that made a big impact throughout.
Through her decades-long career as a hairstylist and styling tool entrepreneur, Susan has watched hair needs and preferences change with fashions, age, and technology. While she’s since passed the reins of innovation to her children and grandchildren, she’s always stayed on the cutting edge of style.
According to Susan, these styles defined each decade of the last 50 years of hair.
1970s – ‘Bombshell’ waves
Fresh out of the swinging ‘60s, the 1970s were all about texture and movement. Charlie’s Angels actress, Farah Fawcett brought us swooping feathered waves with her signature ‘flicked’ ends, while singer, Donna Summer’s regal, natural loose curls stole the show. ‘Bombshell’ or ‘Hollywood’ waves were the height of fashion, but there was a problem.
At-home heat styling wasn’t so accessible or sustainable. ‘70s technology was already behind the times, and certainly not optimised to promote healthy hair. Hot rollers, hair dryers, and curling and waving irons
all subjected hair to high levels of heat – effective in the short term but endlessly damaging when used repeatedly.
If you’re looking to emulate bombshell waves with kinder, modern styling, check out our guide to achieving ‘70s-inspired Hollywood waves at home.
“While technology was limited back in the ‘70s, we still loved to experiment. I remember my sister even taking the clothes iron to her curls to achieve some semblance of straightness! You wouldn’t dream of doing that now. Imagine the damage. But it really goes to show – our creativity wasn’t what limited us to the same old styles – it was the tools that were available.
“When I trained as a hairdresser at college, we learned to Marcel Wave. You heated up curling tongs on a Bunsen burner and applied it directly to your hair to shape a sculpted wave. They were first popularised as far back as the ’20s and ‘30s, but still in use by the time I trained, which gives you an idea of how little technology had moved on!" – Susan Powls, Honorary Chair of Cloud Nine
1980s – The perm
The ‘80s was the true era of the perm. While it was far from a new invention, stars like Whitney Houston, Brooke Shields and, of course, the multi-talented Kylie Minogue put this high-impact style to the front of salon customers’ minds. Women of all ages spent hours achieving the perfect tight, spiralled curl with a perm and set.
Unlike today’s preferred styling methods, the ‘80s perm was heavy on the heat and chemicals. Long-term hair health simply wasn’t on most people’s radar, and many didn’t know the negative impact their perm habit was having on their hair.
Embracing high-volume curls is nothing new, but nowadays, we know the natural, lower-heat methods are best. If you’re thinking of reviving ‘80s style, check out damage-free curly tips for all hair types.
“Perming was probably the biggest thing that happened in hair during my lifetime – before the straightener that is. It had been around in some form for decades but took a while to become widespread in salons.
Finally – something that would last. Rollers and hair dryers were great, but you had to do that every day. The perm was a miracle for upkeep, so everyone embraced it. In the late ‘70s and into the ‘80s, everyone was walking about with short little curly hairdos.” – Susan Powls, Honorary Chair of Cloud Nine
1990s – The supermodel blow-out
The 1990s was another turning point for style and culture. The perm was out, and variety was in. As people started getting more creative with cut, and everyone was soon craving sleek, straight styling.
Whether a sharp pixie cut or soft, face-framing layers, preferences began to move towards the more polished layered styles seen on red carpet icons like Jennifer Aniston, Claudia Schiffer and Kate Moss.
With the variety of styling tool technology now available, the ‘90s blowout is easier than ever to achieve without risking damage. Learn how to style the ultimate ‘90s blowout using the Cloud Nine Airshot Pro.
“This was the era I started my personal search for better, safer, and healthier ways to straighten. The perm had had its time and by the ‘90s, we were all desperate for long, straight hair again. Before discovering what would eventually be our original hair straightener, I was trialling and experimenting with chemical straightening. It was similar to the curly perm, so it did work, but it was hard to maintain, and didn’t offer longevity due to the chemical and heat damage. I think that’s why the supermodel blow-out took off – it was that middle ground between ‘80s volume and a sleeker, modern elegance.”
– Susan Powls, Honorary Chair of Cloud Nine
