Arrojo has launched the American Wave System, a professional wave and texture-enhancing service that creates a range of customized styles from beachy waves to expanded textures and curls. “We believe the perm is dead,” says Nick Arrojo, educator, manufacturer, and owner of NYC’s Arrojo Studio. “American Wave was born to create soft, natural looking waves and curl patterns for today’s style-conscious consumer. Clients want the graceful elegance and individuality of texture.”

The thio- and ammonia-free system uses ionic technology combined with soft tools to reduce stress on the hair. Lasting up to three months, the service costs $400 at Arrojo Studio and ranges from $200-$400 at Arrojo Ambassador Salons nationwide.

Service Options:

The Beach Wave: Use a vertical drag soft tool technique to marry straight and wavy textures to create the sexy, tousled coveted beach waves.

Style Support: For clients with fine and/or straight hair, Style Support uses a new spin on soft tool wrapping techniques. It adds volume and texture to hair that lacks vitality by creating a resilient consistent wave.

Expanded Curls: For those with curly hair, use a round soft tool wrapping technique to create buoyant and resilient waves and curls.

How to:

Step 1: Soft rods are wrapped into hair. Select varying rod sizes to produce varying wave patterns.

Step 2: Ionic Waving Lotion is mixed with deodorizer and applied to each rod. Hair is checked for consistent and desired curl formation.

Step 3: Rinse hair thoroughly, blot dry, apply a neutralizer to seal cuticles and lock in the wave.

Step 4: Process five minutes. Rinse.