The 2025 MTV Video Music Awards delivered plenty of viral beauty moments, but one retro hairstyle stole the spotlight: crimped hair [1]. On the red carpet, celebrities revived the zigzag texture that once defined the late '90s and early 2000s, proving that the old staple is back in high-fashion form.
Held at the Prudential Center in Newark, NJ, on Sunday, Sept. 7, the VMAs red carpet was a mix of sleek ponytails, rhinestone nails, and Old Hollywood waves, but it was crimping that felt like the most surprising (and nostalgic) comeback.
The look, marked by its distinctive ridged texture, has been bubbling on TikTok for months under names like "crimp curls" [2] and "mermaid waves." [3] Unlike the stiff, uniform version of decades past, today's crimping feels lighter and more versatile. It can be worn sharp and retro, brushed into softer waves, or styled somewhere in between, making it a throwback that easily adapts to edgy, glamorous, or casual moods.
The style's roots run deep. First popular in the '80s, crimping had a second life in the Y2K era, worn by everyone from Britney Spears [4] and Christina Aguilera [5] to the stars of Lizzie McGuire. Now, in the middle of a wider Y2K revival, the VMAs showed just how versatile the look can be. Megan Skiendiel from Katseye leaned into bold volume with cascading crimps, Latto debuted waist-length mermaid texture, Haley Kalil wore a sleek rock-and-roll version, and Ashlee Simpson [6] Ross gave a full-circle nod to her 2000s roots.
Ahead, see how stars wore the nostalgic style on music's most playful red carpet, plus the products that make it easy to try yourself.
Ashlee Simpson Ross's Nostalgic Crimped Waves
Ashlee Simpson [7] brought back one of her signature beauty looks from the 2000s with long, defined crimps parted down the middle, styled by Peter Gray [8].
To get a similar finish, start by sectioning hair into top and bottom halves, clipping the top layer out of the way. Take a one-inch section and use a micro crimper, like the Hot Tools Professional Micro Crimper [9] (was $50, now $36) or the DShow Hair Crimper [10] ($36), on the rest until the entire section is done. Repeat on the middle and top layers for even texture. Once everything is set, mist with a texturizing spray, like the Oribe Dry Texturizing Spray [11] ($52) or the Living Proof Full Dry Volume and Texture Spray [12] ($36) to add volume and movement to the ridges.
Latto's Mermaid Crimped Waves
Rapper Latto's take on the trend was all about mermaid texture: waist-length crimps that flowed in soft waves. Celebrity hair stylist Ashanti Lation [13] prepped her hair with SheaMoisture's Coconut & Hibiscus Curl & Shine Shampoo [14] ($10) and Conditioner [15] ($10), then used the brand's SheaMoisture Amla Repair Bonding Oil [16] ($10) for protection and shine. The look was finished with the SheaMoisture Define & Shine Edge Gel [17] ($8) to keep her hairline sleek.
Haley Kalil's Rock-and-Roll Crimped Waves
Social media influencer Haley Kalil embraced full '90s nostalgia with tightly pressed crimps and a sharp zigzag part. The defined ridges and playful parting gave her hair a bold, retro finish, making her look one of the most true-to-era takes on the crimping revival. Use a tighter crimping iron like the Hot Tool Pro Artist 24K Gold Crimping Iron [18] ($39) or the Gold N Hot Professional Ceramic Crimper [19] ($32) to get that throwback look with tight ridges. Be sure to prep your hair with a heat protectant, like the Oribe Gold Lust Dry Heat Protection Spray [20] ($46) or the Amika Blockade Heat Defense Serum [21] ($32).
Megan's Loose Crimped Waves
Megan Skiendiel of girl group Katseye [22] kept her take on the trend soft and natural, with loose crimps that gave her hair subtle texture and movement. The singer's signature face-framing money-piece highlights of pastel pink added dimension and made the look pop, proving how the style can feel fresh and modern with just a hint of color. To get a similar effect, swap a micro crimper for a wave tool like the Mane 1.2" Jumbo Hair Waver System [23] ($98) or the BondiBoost Wave Wand 3-Barrel Hair Waver [24] ($69), which create the kind of relaxed ridges that mirror Megan's effortless finish.
Olivia Tauber [25] is a freelance writer based in New York, pursuing her Master's in Journalism at NYU. She's the contributing assistant beauty editor at PopSugar and contributor to New York Magazine's The Cut, Interview, Bustle, SELF, and HuffPost. Her career began in corporate publicity at Showtime, followed by production for "The Pivot," an Emmy-nominated series.