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.”

Price: $400

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.