For volume, texture, curls, and beach waves ARROJO American Wave is a quantum leap. It is a way to create soft, natural-looking waves and curl patterns for today’s style-conscious clients.
Using an innovative, ionic waving lotion the product penetrates the hair shaft gently, without roughing the cuticle or making it swell, which is what old-fashioned perms used to do. The ionic lotion reduces stress on tresses, creates a smoother cuticle, and makes hair fabulous and full. Instead of setting hair with hard tools, we combine soft tools with editorial techniques, so looks are fashion-forward, not frumpy.
With American Wave we can offer the permanent creation of wave and curl, volume and fullness; we can make hair more or less wavy or curly; we can use it to control frizz, add texture, movement or volume. It’s long-lasting, with loose waves only needing a redo every three months. And instead of chemical perms, it smells of eucalyptus.
“It’s time to reinvent permanent waving and get rid of the fears,” says Nick Arrojo. “Rather than seeing every hairstyle as perfectly straight, we promote the graceful elegance and individuality of texture. We created a product to match our vision.”
The Beach Wave: Marries straight and wavy textures to create sexy, tousled beach waves that are the zeitgeist of fashion and style.
Style Support: Adds volume to limp hair. Great for putting oomph into blow-dries and hot-tool styling for bouncy and voluptuous looks.
Expanded Waves & Curl Patterns: For resilient and dynamic curl patterns that are fabulous and full. Great for clients who want texture expansion.
American Color Wave is Here: Using ionic technology and a natural waving system our new Color Wave features a new collection of editorial setting techniques and makes bombshell waves compatible with bombshell blonde, and other dynamic hair color services. Available Now!