American Wave Perm

Want Texture?

Say hello to American Wave. A NEW salon service that creates soft, natural-looking waves and curl patterns. For volume, texture, curls, and beach waves ARROYO American Wave is the answer for today’s style-conscious client. We can use it to control frizz, create texture on color-processed hair, make hair more or less wavy, and add volume and density to limp or fine hair.

We’ve all seen those photos of our mothers rocking big waves back in the day and it looks like soft texture is coming back with a modern twist.

This service is not like a classic 80s perm—it is edgier, looser, and more relaxed. It’s also milder as the solution penetrates the hair shaft gently, without roughing the cuticle or making it swell—which is what old fashioned perms used to do.

The system uses editorial hair setting techniques to create fashionable looks. The gentle ionic waving lotion smoothes the cuticle and makes the hair fabulous and full. Unlike chemical perms, it smells of eucalyptus. Long lasting waves only need a redo every three months.

LV Hair Extensions & Makeup Bar in Santa Cruz, California s a American Wave certified salon, which means we have completed hands-on education to learn how to do the service properly. Don’t be fooled by imitators claiming that their soft wave perm is just like American Wave—it is not! There is nothing like American Wave.

American Wave Santa Cruz


Adds volume and density to limp or fine hair. Great for putting oomph into blow-dries and hot-tool styling sessions. Creates bouncy and voluptuous looks.


Marries straight and wavy textures to create the sexy, tousled beach waves that are at the forefront of fashion and style. 

American Wave dark hair
American Wave salon Santa Cruz


For resilient and dynamic wave and curl patterns that are fabulous and full. Great for clients who want texture expansion.


Using ionic technology and a natural waving system American Color Wave features a new collection of editorial setting techniques and makes bombshell waves compatible with bombshell blonde, and other dynamic hair color services.

American Wave color salon Santa Cruz

Arrojo American Wave is the brainchild of New York-based hair stylist Nick Arrojo, who’s also known for pioneering the haircutting technique of using a razor.

“Rather than seeing every hairstyle as perfectly straight, we promote the graceful elegance and individuality of texture. We created a product to match our vision,” said Nick Arrojo.

celebrity perm

Among the celebs who have tried the American Wave are actress Emma Stone, while we’ve seen the likes of Saoirse Ronan, Margot Robbie and Jennifer Lawrence rocking shaggy, disheveled hair on the red carpet this season.

Rebecca Reid, writer for Metro News UK says, “The American Wave curls are looser, shaggier and more modern and can be combined with on-trend cuts to give a super chic look which anyone would believe was fully natural.”

Featured in the story, are images from one of our American Wave models at the IBS show, with Rebecca informing her readers “. . . now that curls are trendy again, the perm has earned an escape from sartorial prison. It’s back, and it’s very different from the original.”

After care is essential. We carry the American Wave product line to that has a sulfate-free shampoo and an assortment of styling products to keep your curls looking healthy and as frizz-free as possible.

Clients with all hair types are eligible for American Wave. American Wave is not suitable for bleached hair, or heavily highlighted hair. American Color Wave is compatible with almost all hair colors, however, a consultation is recommended for anyone with heavily lightened hair.

For more information, or to book an appointment call 831-429-6600.