We are inspired to create our own brand of Curl Craze as demand for texture rises!

The process of creating texture and curl has changed dramatically from the days of strong chemicals and hard plastic perm rods and crummy rubber bands.

Alchemy introduces a new generation of Texture Adjusters that are much gentler, with lower pH and low ammonia.  

Our Structure Control System with Heatwave Technology™, allows us flexibility to create our loose “Surf Wave” and to reforming frizzy curl patterns to soft uniform curl. 

Alchemy’s tools are flexible and soft rods ranging in diameter and width to allow for creative pattern design.  Longer hair is wrapped “candy cane” style to ensure even processing and hair wrap tension. Other “Beach Waves” use a flimsy foam blocks, which are hard to secure.  A hair net is used to keep the blocks in place,however, the rinsing just never felt quite right. 

Developing ideal timing and strength of the Amazon Structure Control System is relative to hair porosity, tenacity and hair type. 

Thereafter we were inspired to put our heads together, and had a great time coming up with new landscape wraps for various lengths and desired texture.

Our collection is not just about different cuts and color, it is also about different textures.  “Perm” really is not a “four letter word” anymore!