In New York City, a daily blow dry is practically an essential. In such a fast-paced city of ultra-glossy girls, it is inevitable that blow-dry bars are as commonplace as chi-chi coffee bars and Scandi-chic boutiques. In Manhattan there is practically one on every corner, full of Proenza-clad ladies chit-chatting over Americanos, while beauty girls are busy buffing and bouffant-ing.
Blow dry bars have undoubtedly made an impact in London, but they are often replicas of hit NYC haunts, not to mention ludicrously expensive. The latest addition to the scene, however, is so uniquely London it hurts. Say hello to your new home-from-home: Cheeky Parlour on Redchurch Street.
On approach, I couldn't help but feel a little déjà-New York. Redchurch Street is like a little pocket of Nolita in London's hipster hub, and at the top of the road by the cool kid Aubin cinema is the Cheeky Parlour, the latest venture from those clever cats that brought you Cowshed and Neville.
Cheeky is all about affordable, fun preening- a kitschy beauty brand that has been winning over beauty aficionados across the land since it's launch.
The Parlour is a bright lofty space with a nail bar, blow dry stations and a cafe/bar for post or pre-pamper treats. You can then nip over to the "Selfie Station" and dress up for a few snaps (check them out on Instagram with #urcheeky). It is the ultimate hub for a girly day out- unpretentious and oodles of fun.
The express manicures are great for busy girls, and fantastic value compared to competitors (£10 for a manicure, and you get to take the polish home to keep chips at bay). In addition, you can add a little feature nail to your manicure, with festive favourites including cutesy Tiffany-esque gift boxes.
You can plump for a healthy brunch while browsing the blow dry menu, or sip a cheeky Cherry B (a super sweet drink of cherry wine topped up with lemonade) while pondering a little naughty nail art. Or, if you're feeling flush, you can top up your beauty cabinet with some of Cheeky's cheap and cheerful beauty buys, all of which you can buy online.
From shampoos to plumping powders and colourful polishes, Cheeky's beauty range is ideal for last minute secret Santa pressies.
So whether you pop over on your lunch break or you make a day of it, it's time to get Cheeky.
1. Bored of backcombing? Oomph up your roots with this covetable hair plumping powder. (£8)
2. A great addition to your pre-party kit, this Pimp My Volume dry shampoo makes a welcome change from that generic can of Batiste.
3. I love a good body balm, I do, and am very keen to try this Dare to Bare product by Cheeky. (£10)
4. The beauty therapists choice? This make-up setting spray, which is certainly on my Christmas list. A spritz to keep your face in place all day long? I will take two, ta.
Oh, you cheeky things.