The 70’s had feathered hair, the 80’s had the perm, and the 90’s had “the Rachel.”  Hair trends, like the seasons, come and go. Trends are also reinvented, coming back to shake up the landscape.

This spring, beauty trends are dominated by one word: TEXTURE.

With beach waves seen on runways and red carpets, streets and social feeds, in the last few years the texture trend has been rising. But now it is having a moment; in the most recent Paris Fashion Week, S/S 2017, textured hair was seen in almost every designer’s presentation. Alexander Wang, Alexander McQueen, Gucci, Jonathan Simkhai, and Isabel Marant all embraced natural texture, waves and curls, and unruly volume.


Gucci S/S 17-VOGUE

Vanessa Seward S/S 17- VOGUE

Vanessa Seward S/S 17- VOGUE


Alexander Wang S/S 17- Harpers Bazaar


Jonathan Simkhai S/S17- Harpers Bazaar

It is a discernible shift. When the perm went out of style in the late 80’s and early 90’s, it suffered from a character assassination, and the race to pin-straight hair began. Unswerving strands seemed likely to endure. Then, suddenly, celebrities like Blake Lively and Gisele Bundchen challenged the trend by popularizing the effortless beach wave.

Right on time, Nick Arrojo, celebrity stylist and owner of the eponymous ARROJO hairdressing brand in NYC, launched the American Wave Texture Service. In tune with Gisele, American Wave Services offer fashionable modern textures with sexy tousle and flow. Using ionic waving lotion and contemporary hair setting techniques, the service forgoes the damaged hair, crispy curls, and frizzballs of the past in favor of natural-looking patterns for today’s texture-conscious gal.

“We launched the American Wave Service in 2012 to revitalize interest in wave, curl, body and movement in the hair. Now texture is the trend.” –– Nick Arrojo

Featured by the likes of The Today Show to Allure, and available at salons nationwide, the American Wave Service has become a leader of the contemporary texture revolution.




Now that the trend demands so much out of curls –– come on girls, lets make them bouncy, voluptuous, resilient, healthy, and sexy –– a need arose for prestige hair care especially formulated for those who wish to celebrate the timeless elegance, beauty and grace of texture.

Building on the surging success of the Service, American Wave Hair Care is filling that gap with a set of remarkable products made for curly hair types. Released in March 2017, the features, benefits, and personality of six signature products epitomize what beautiful modern texture is all about –– healthy and natural, eye-catching and beautiful, unique and individual.

“American Wave is a hyper-luxe, clean and green prestige product collection especially made for heavenly waves and curls. We use the products to enhance natural textures, fashioning tousled, touchable movement with uncommon softness and shine. ” –– Nick Arrojo

Featuring unique packaging, and a signature fragrance, the products in the American Wave collection are as unique as a curl; each American Wave Product stands alone for its distinctive characteristics and outstanding performance capabilities. Yet together they also works as one complete care and style system for all kinds of textured hair.

American Wave Hair Care is the preeminent product collection for heavenly waves and curls. From Rehab to RogueSubmerge yourself in a Hypnotic new product line with the Elixir to make your cool modern texture Glint.


We’ve teamed up with ARROJO to give you a chance to win a free American Wave ReHab Shampoo. Via Instagram,  Like, follow, and tag 3 friends in our #AmericanWaveHairCare post to enter.  3 winners chosen by Nick Arrojo will be contacted and a Rehab Shampoo will be delivered to the lucky winners. Contest ends this Friday 4/7 at 5:00pm. Winners will be announced on Monday 4/10.

Paraben, sodium-chloride, sulfate-free with chamomile, vitamin E, lemon bark, and scented with ripened raspberry, ReHab Shampoo will make you feel like it is the dawn of a beautiful new day for your hair. 

Clean & Green, American Wave Hair Care is Paraben, Sulfate, Sodium-Chloride & Cruelty-Free. American Wave is American Made. 

elixirLOWRES glint-1 LOWRES hypnotic-LOWRES rehab-2 LOWRES rogue-2 LOWRES submerge-1 LOWRES

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