American Wave, The Beach Wave Revolution

Most people don’t really want perms anymore. The word “perm” is enough to bring back a pretty vivid and gruesome sensory memory. The smell of a perm is not one easily forgotten, and the desire to forget it is reason enough to avoid perms altogether. Of course, the voluminous ringlets that a perm produces have also become dated, to say the very least, evoking images of Napoleon Dynamite-esque puffy-sleeved prom hair or cheek-squeezing aunties.

That isn’t to say that there isn’t a niche for a texturizing treatment in 2014. People with really straight, slick hair experience infinite frustration when attempting to recreate the beach style waves ubiquitous in today’s fashion rag.  Even the curly-haired among us struggle with texture, with irregularities throughout the head (i.e. curly in one spot, straighter in another). Flat or fine-haired people often feel that a perm is the answer to their struggle for volume, but will more often than not leave a perm experience feeling that their stylistic goals are unfulfilled and their hair is fried and frizzy.

Beach wave american wave
Beach wave american wave

Enter our friends at Arrojo, the New York City texture experts, that brought us house favorites like Texture Paste and Styling Whip. They’ve concocted a texturizing treatment called the American Wave, which is similar to a perm in that it makes straighter hair curlier, but in all other ways it’s pretty much a different ball game. It’s like an anti-perm. For one, it’s a perm with an expiration date; it lasts, at most, 4-6 months. And unlike a traditional perm, there’s no haircolor ultimatum prior to your curly transformation: you can color your hair (as long as you’re not massively bleaching it) AND get the treatment without the risk of totally frying it. The treatment isn’t completely scent-free, but it’s not nearly as stinky, and, much to the relief of sensitive salon-goers everywhere, the people at Arrojo were discerning enough to perfume it with a little bit of a eucalyptus fragrance.

Beach wave american wave
Beach wave american wave
Beach wave american wave
Beach wave american wave

If you think you might be interested in this service, you should call us and book a complimentary consultation with our stylist Elizabeth.