Using Ionic technology and soft tool wrapping techniques, American Wave creates different textures, yet always remains soft and gentle on the hair. One of its main benefits is that it makes it easier to wear ‘wash and go’ hairstyles with minimal upkeep.

Nevertheless, choosing the right shampoo and conditioner is important. With wavy or curly hair (whether natural or enhanced by American Wave), it’s essential to maintain moisture, as this keeps it detangled, supple and bouncy. When in this condition, itʼs easier to style waves and curls.

Curl Hydration Shampoo

Curl Hydration Shampoo

Curl Hydration Conditioner

Curl Hydration Conditioner

We use and recommend ARROJO Curl Hydration Shampoo and Conditioner. They are designed to be exceedingly kind to textured tresses, to celebrate and elevate waves and curls. Sulfate and Paraben free, Curl Hydration blends rejuvenating natural ingredients like White Truffle, Chardonnay Grape Seed, Macadamia Oil, Mirabelle Plum Oil, and Earth Almond –– giving American Wave-made hairstyles the care they require, without the heavyweight moisturizers that can leave waves and curls lifeless, limp.

The styling products that are kindred to Curl Hydration are used and recommended for styling textured hairstyles in creative ways.


If you have an American Wave Beach Wave, we recommend styling with Curl Enhancer. Apply to damp hair; comb through for even distribution. Cup and squeeze curls with a scrunching action from tip to root, intermittently till hair is dry, and waves take a freewheeling, cascading shape. Alternatively, blowdry with a diffuser for more expansion. For more structural support, cocktail with a dab of Hair Gel or Styling Creme.

Curl Enhancer

Curl Enhancer

Hair Gel

Hair Gel

Styling Creme

Styling Creme


If you have an American Wave Style Support, we recommend Curl Definer. A liquid gel, put the product into wet hair and blow-dry straight-away to create full and flouncy shapes with strength and definition. Use blow-dryers and/or hot tools to create your preferred style, be it straight, wavy, or curly. When using hot-tools, prep with Protective Thickening Lotion. For softer finishes, blow-dry with Hair Creme. Or cocktail Hair Creme with Curl Definer to mix and match the benefits of both.

Curl  Definer

Curl  Definer

Protective Thickening Lotion

Protective Thickening Lotion

Hair Creme

Hair Creme


Curl Control

Curl Control

If you have an American Wave Curl Expansion, we recommend styling with Curl Control. Apply to damp hair; comb through for even distribution. Cup and squeeze curls with a scrunching action from tip to root, intermittently till hair is dry, and curls form buoyant, resilient and dynamic patterns that look healthy, frizz-free, natural and fun. Alternatively, blowdry with a diffuser for extra expansion. For more structural support, cocktail with a dab of Hair Gel or Styling Creme.