Introducing Quif magi:form wave system
Published date 30 April 2025
Introducing Quif magi:form wave system
Have you heard? Perms are back, but not as you know them.
Introducing magi:form - a wave system changing the narrative on perms. Unlike the classic 80’s hairstyles full of frizz and uneven texture, perms are here to make a modern comeback, and they’re nothing like their reputation.
Quif magi:form is an innovative waving system designed to deliver your ideal wave from soft waves, lived-in texture and defined curls, all with the flexibility, strength and health of today’s haircare science.
What exactly is magi:form?
Put simply, magi:form is a waving system that is available as an acid or an alkaline-based system, both used to permanently change the shape of the hair. The magi:form systems work by targeting the disulphide bonds within the inner structure of the hair, and breaking down the bonds to allow the stylist to reshape the hair strand into their desired shape. Unlike temporary texture styling, such as using curling wands and rollers, magi:form makes a lasting change that keeps the hair’s shape even after washing. For this to take place, the magi:form system includes both a lotion and a neutraliser to ensure the new texture holds without compromising the integrity of the client’s hair.
A deep dive into the magi:form formula
The magi:form range includes two types of waving systems: acid and alkaline. Both waving systems are vegan-approved and infused with hydrolysed proteins for maximum hair care benefits during the waving process. The key difference between the acid & alkaline wave lotions comes down to the pH level, and while both systems use ammonium thioglycolate to open the cuticle and reshape the hair’s structure, they work in slightly different ways.
Acid Wave Lotion
- Ideal for finer or sensitive hair, the Acid Wave System is a gentle yet effective way to create a permanent wave, using a blend of glyceryl monothioglycolate & glycerin to carefully break down the hair’s internal bonds, allowing you to reshape the strand without causing damage.
- Unlike traditional acid wave formulations, this system contains Hydrolysed Vegetable Proteins, which help strengthen the hair from within and keep it hydrated throughout the chemical process.
- This system also includes three components, featuring the ‘Acid Extra Body’, which allows the hair to process faster and at room temperature to create a firmer curl while still being gentle on the hair.
Alkaline Wave Lotion
- Ideal for strong, virgin, or resistant hair types, the Alkaline Wave System has a higher pH, giving it more processing power to reshape tougher hair textures.
- As with the Acid Wave System, this works by breaking down the hair’s disulphide bonds, so it can be restructured into a new wave or curl pattern. With only two parts to the system, once this shape has been formed, the neutraliser locks it into place.
- Infused with Hydrolysed Wheat Protein, it also strengthens the hair’s internal structure, helping to reduce breakage and add a long-lasting shine throughout the process.
Meet the magi:formers
Customise curls your way with our magi:formers. Including 8 different sizes of bendy, colour-coded rods, from 0.8cm to 2.2cm, stylists can completely customise their ideal wave. Whether it’s large for loose waves or ultra-defined corkscrew curls, magi:formers gives you full creative freedom! As the size of the section of hair and the way you wrap the hair also impact the final texture, this also allows you to create endless options of curls for your client's desired outcome.
Dos and Don’ts
Get to know our best practices for magi:form.
Do...
- Always conduct a strand test first
- Make sure to balance porosity with a pre-treatment spray
- Keep the hair damp during winding
- Use a plastic cap to retain heat and moisture
- Time every stage accurately
- Blot the hair thoroughly before applying neutraliser
Don’t...
- Let the waving lotion touch the scalp
- Colour and perm on the same day
- Reuse the Acid Wave lotion as it’s single-use only
- Wrap with uneven tension
- Use on hair that is more than 30% highlighted or fully lightened
Aftercare 101
For your client's post-appointment haircare routine, we have some top tips on how they can maintain their fresh-out-the-salon look:
- Recommend a curl-friendly cream, gel, or mousse
- Style with a diffuser for definition that eliminates frizz
- Discourage brushing dry hair and instead recommend a wide-toothed comb
- Limit washing to 1-2 times a week to preserve moisture and shape
Why Salons Need to Offer Perming Services in 2025
Within recent years, more clients are asking for long-lasting texture that still looks effortless and, most importantly, modern. Whether it’s beachy waves, soft volume, or bouncy curls, magi:form lets you deliver these looks while ensuring your clients reduce heated styling as well as giving them a style that actually lasts. By offering a permanent waving system such as magi:form, this not only helps you stay ahead of the trend, but it also future-proofs your salon's service menu. With the rise of low-maintenance routines, clients are constantly looking for services that work with their hair, and not against it. And best of all? The results are stylish, cool, wearable, and nothing like the past!
Quif magi:form isn’t just a trend, it’s a transformative, innovative system to equip stylists with the right tools to create lasting looks for clients. Change the narrative on permanent waving systems, and introduce this service into your salons with Quif magi:form exclusively in-store and online at Alan Howard.
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