Our story dates back to the 20th century, with a visionary named Eugene Suter at the helm. Picture the bustling streets of London in 1918, where the air buzzed with excitement and change. It was here that Eugene embarked on a journey that would redefine the landscape of hairdressing forever.

Eugene’s passion for beauty and his keen eye for innovation led him to introduce hood dryers to the discerning clientele of London. Undeterred, by 1930, he unveiled his pièce de résistance – the Eugene Waver, a revolutionary perming machine that captured the imagination of hairstylists around the world.

The Eugené Waver: Revolutionising Hair

The 1920s and ’30s were decades of transformation, both in fashion and in attitude. Women discarded the restrictive garments of the past and embraced a newfound sense of freedom and independence. Alongside this shift came a demand for hairstyles that echoed this spirit of liberation. Gone were the elaborate updos of yesteryear; in their place stood bobbed cuts and intricately permed styles that exuded modernity and flair.

At the forefront of this hair revolution was Eugène F. Suter, whose pioneering “Eugene method” and cutting-edge technology set the standard for hairstyling excellence. Based in the heart of London’s Edgware Road, Eugene Ltd became synonymous with innovation and elegance. The pages of his iconic magazine, The Eugène Waver, served as inspiration for hairstylists across the country, affectionately referred to as the ‘Eugène wavers’.

The cover of each volume bore witness to commitment, artistry and refinement, featuring an exquisite Art Deco goddess adorned with a crown of hair curlers. This symbol of beauty and sophistication captured the essence of the era, drawing inspiration from the exotic allure of ancient Egypt.

Within the pages of The Eugène Waver, hairstylists discovered a variety of wisdom and expertise. From colour rinses to setting lotions, the range of products promised to elevate every aspect of the hairstyling experience. Detailed instructions guided practitioners on achieving the perfect blend of waves and ringlets, while emphasising the importance of precision and technique.

A genuine Eugène permanent wave was a work of art, requiring the use of his patented steaming sachets and innovative curlers. The electric dryer, hailed for its efficiency, transformed the hairstyling process, delivering impeccable results in record time.

Supporting the War Effort

The Eugène Waver was more than just a catalogue of products; it was a celebration of camaraderie and creativity. Hairdressing competitions and staff tournaments added a touch of excitement to its pages, while cartoon strips and crossword puzzles provided moments of lightheartedness during wartime.

As the world plunged into conflict, Eugene Ltd rallied to support the war effort. The factory became a hub of productivity, churning out millions of small parts for airplanes and tanks. The December 1939 issue urged customers to “Prepare for HIS leave!” by indulging in a glamorous makeover, while the 1945 edition proudly showcased his contributions to the cause.

Though REM’s hood dryers and processors continue to have a presence in today’s market, their sales figures pale in comparison. Nevertheless, in a quiet corner of the REM showroom, a tribute to our roots stands tall – a collection of vintage models, including the iconic 1930s Eugene Waver. It’s a testament to where we began, with Eugene Suter’s vision igniting a legacy that continues to thrive.