Currently viewing the tag: "permanent texture"


Celebrating the beauty and grace of texture in the hair, here’s another style showing the gorgeous, natural-looking waves and curls professionals can create with the revolutionary American Wave Permanent Texture Service. Created by ARROJO American Wave specialist Aziza Rasulova, this is a sexy and vivacious, wearable style for the fall / winter season. Click for StyleNotes →


If your hair doesn’t hold a curl, slips out of buns, and refuses to tousle, the problem may be that it needs some more damage. Many of the current hair trends—natural texture, low-sudsing shampoos, temporary color—have little to no impact on your strands. The result is shiny, healthy, and very stubborn hair, referred to by professionals as “resistant.” Until recently, most people were coloring, perming and heat styling their strands, and these services roughed up the cuticle, making for hair that absorbed product and held texture better. Of course, plenty of people went too far and ended up with dull, damaged locks, but for those who hit the sweet spot a bit of processing improved volume, movement and hold. How do you get pliable, easy-to-style strands without frying your tresses? Click the notes to find out. –Laura Martin 


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Creating waves is easy, getting them to stick is not. No matter how great you are at styling, getting waves to last over time can be difficult. If you love springy spirals then the permanent texturizing service American Wave is for you. This service can give you the waves, curls and bounce you love on a permanent basis. Click the notes for more about the service.

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