A New Wave

American Wave Structure Cream

American Wave recently launched Structure Styling Cream, a medium to strong hold hairstyling product that fortifies curls while moisturizing the cuticle and reducing split ends. This light yet creamy formula strengthens weak hair, adds body, shine, and texture, and creates pillowy soft curls. All of this with delicate floral notes and a layer of UV protection.

Macadamia and babassu oils add softness while jojoba produces body, shine, and texture. Hydrolyzed vegetable proteins protect from split ends and frizz. Biotin strengthens and supports weak hair and Vitamin E maintains moisture while improving texture.

To provide hold and support for waves and curls, apply Structure Styling Cream generously to damp hair from roots to ends. Air dry for natural looks or diffuse dry for curl expansion. 

Structure Styling Cream is the latest in a line of products at American Wave, which was developed by famed hairdresser Nick Arrojo. The American Wave line recently won the title of  “Most Innovative New Brand” at Cosmoprof North America 2018. Up against 25 other new brands at the pro-only show, American Wave was recognized as the most innovative brand overall in concept, packaging, and the ability to succeed in the beauty marketplace as judged by beauty professionals. 

“Without a solid foundation, curls tend to be droopy, frizzy, and unpredictable. Structure creates the perfect balance of moisture retention and hold, setting curls up for their best hair day.” — Nick Arrojo