Abstract: The curler has a generally cylindrical body provided with a rib that winds helically from one end to the opposite end of the body to define a recessed guide channel within which a gathered strand of hair is received when the curler is placed in use. An elastic retaining band stretches from one end of the curler across and against the outermost ridges of the adjacent convolutions of the rib so as to trap the hair strand within the recessed guide channel so as to prevent damaging pressure contact between the retaining band and the strand. In order to apply the curler to the hair strand, the strand is initially pulled generally taut and is wrapped for at least one full convolution onto a rib-free, smooth portion adjacent one end of the curler so as to overlap the free outer end of the strand and keep it from coming loose after the strand has been fully applied to the curler.