Where it's at: Arrojo Studio in New York, New York
Owner: Nick Arrojo
Description: “Featuring modern ionic technology, the American Wave System is a new and exclusive professional wave and texture enhancing service that creates a range of customized styles from cascading beachy waves to thickness and fullness to full-blown curls.”
Who performs it: Texture specialist
Length of service: two hours
Products/tools needed: The Arrojo Wave, which includes an ionic waving lotion, activator lotion, deodorizer and neutralizer lotion, and bendy, soft tool rods.
How it’s marketed: Through the salon’s website and local TV.
Average sold per month: Recently launched, anticipating 40 per month.