As the above collage shows, celebrities –– who once did anything to straighten their strands –– are now wearing waves and curls with pride. The texture trend is here. This creates a conundrum for straight-haired girls. Does one spend hours by the vanity mirror perfecting fashionable waves or curls, or does one let the trend pass them by? 
Neither, because now there’s American Wave. American Wave a revolutionary, ionic permanent waving system that is gentle on hair, and creates a range of textured looks, from the loose movement and texture of beach waves to the beauty and grace of full-blown spirals and everything in-between. Here’s some of the key benefits....
American Wave is not a stiff or hard or corrugated wave like those made in the past; the look is soft, moveable, touchable, and contemporary––think of artful, perfectly imperfect tousle.
American Wave enables easy and versatile styling benefits. Whether you prefer a loose beach wave, a volume boost, or proper curls the texture will be achieved permanently, meaning ‘wash and wear’ will be your daily hair care routine. 
This service is a great choice for those who want a fresh and fashionable, stand-out style that doesn’t require much work. Scheduling a consultation can help you understand the options that are right for your hair type and the results that you can expect.
Find the nearest American Wave practicing salon to you by way of the salon locator
If you live close to NYC, you can visit ARROJO for an American Wave. Please call 212 242 7786 for info. 
This blog is an abbreviated version of a story first published on For the original story, please click here