Welcome to the modern wave of curl, texture, body and movement.


“American Wave is a professional salon service to create soft, natural-looking, wave and curl patterns, bounce, body and movement for those that want to make the graceful elegance and individuality of texture a part of their hairstyle and identity.” –– Nick Arrojo 

Using ionic technology, American Wave is THIO and AMMONIA FREE.

The system uses ‘soft tools’ that reduce the stress on the hair; editorial-hair setting techniques that ensure the mélange of textures we create are always contemporary, fashionable and wearable; and a specialized waving lotion that reconditions the hair for a smoother cuticle filled with life and vitality, not dryness and damage.

Instead of chemical compounds, American Wave smells like eucalyptus.

A wave, texture and volume enhancing service it creates a range of customized looks, from cascading beachy waves to increased fullness and bounce to curly shapes and styles.

Nick Arrojo is the inventor and pioneer of American Wave.

ARROJO NYC is the flagship location for the service. We also train and certify salons and stylists across America to practice American Wave. As a creative and specialized technique we urge clients to only get an American Wave from a certified salon or stylist. View the American Wave salon locator here.

Clients with all hair types are eligible for American Wave. The formula lasts for up to three months and works with most permanent and demi-permanent colors. American Wave is not suitable for hair highlighted beyond 25%. For hair highlighted beyond 25% we recommend American Color Wave. 

American Wave is customizable all hair textures and lengths. Service options include:


The Beach Wave:

Using a vertical drag wrap soft tool technique, this style marries straight and wavy textures to create the sexy, tousled beach waves on the vanguard of fashion and beauty trends.

Style Support:

For clients with fine and/or straight hair, Style Support uses a new spin on soft tool wrapping techniques. It adds volume and texture to hair that lacks life and vitality by creating a resilient consistent wave pattern that helps create better blow-dries and hot-tool styles.

Expanded Curls:

For those with curly hair, Texture Specialists use a round soft tool wrapping technique to create buoyant and resilient wave and curl patterns that are healthy, frizz-free, and fun.

Color Wave:

Color Wave allows for any of the American Wave styles to be applied to lightened hair, so you can pair bombshell blondes with bombshell waves and curls.