1872 French hairdresser Marcel Grateau enjoys a Eureka moment, wielding heated tongs to wave hair semi-permanently. By 1884, celebrities clamor for his "marcel wave." More technical tricks follow. In 1890, French hairdresser Alexandre Godefroy attaches a hood to the chimney pipe of a gas stove and voilà: the world's first hair-dryer. In 1905, German hairdresser Charles Nessler invents the permanent wave, using borax paste and electrically-heated curlers. The first permanents take 12 hours and cost hundreds of dollars. By the 1930s, the "cold wave" requires only two hours and a modest fee, bringing curls to the masses.