One of the first to go with the trend is Neve Campbell, who's been seen sporting a sexy new look courtesy of an organic perm at the Karine Jackson salon in London.
Neve's hairdresser, session stylist Tara Smith, recommended London Hairdresser of the Year Karine to do Neve's perm because she uses gentle, ammonia-free solutions.
Tara told us: "Neve loves having her hair wavy so it made sense for her to have it permed and save her the time doing it. A good cut combined with the perm means her styling time is cut in half now."
Karine adds: "We're doing more perms than ever now, as the trend for curls and waves has really taken hold. The organic perm I use is by Herb UK and is really nice and gentle on the hair. You can use bigger rollers for more of a wave or medium-sized ones for Neve's curls."
To get Neve's look without having a perm, apply a small amount of serum such as Tara Smith Base Coat Serum, £4.99. The product's part of the fabulous organic, ultra-environmentally friendly haircare range that Tara's just launched through Tesco, all of which cost under a fiver.
Then wind hair on to small rollers – there aren't many in a set of heated rollers so you'll probably need to use Velcro rollers or even the soft foam ones you might have seen your grandma using. You can still get these at some high-street chemists, otherwise try wholesaler Sally Hair & Beauty Supplies (call 08700 500 868), which has 300 stores across the UK.
If you go for Velcro, use on dry hair but with a setting lotion (again, try Sally if you can't get this at your high-street chemist); if you use foam rollers, style on moussed-up damp hair. Wind the rollers vertically to give more of a ringlet than a wave, then blowdry hair while rollers are still in place.
Once hair has cooled, unwind gently and rake through with a wide-toothed comb, finishing with a shine product such as Tara Smith Top Coat Glosser, £4.99, and a quick spritz of hairspray for staying power.
For more details of the products, visit www.tarasmith.co.uk.