Because it will permanently dry your hair out so they cleverly call it a permanent hoping u are thinking about the curls rather than the side effects. Lol and if u hate it its going to feel permanently ugly!

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What is the "It" that's called permanent when its not permanent? I need to know before I can actually answer the question.

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A perm is a term used for permanent wave, meaning it will not wash out the next time the hair is wet, it actually grows out with the natural hair growth therefore it is deemed more permanent than temporary hence the term permanent

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