The ARROJO American Wave has crossed international waters once again- getting press coverage on Irish women’s site, HER.
The below article is republished from Her.ie.
We've all seen those photos or our mums rocking big waves back in the day and it looks like the perm is coming back with a 2018 twist.
Say hello to the 'American Wave'.
It's the brainchild of New York-based hairstylist Nick Arrojo, who's also known for pioneering the haircutting technique of using a razor.
"It’s time to reinvent permanent waving and get rid of the fears," he said.
"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."
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.