Essential Brands: Mad About Curls & Waves

For decades, smooth, straight hair has been the look. But not anymore! Curls are now the movement, featured everywhere from the world’s leading fashion magazines to blogs and social media, and worn by key influencers and street-style stars! Schwarzkopf Professional understand that textured hair is more than just a trend, it’s a way of living! So, it’s time to celebrate every hair texture and be Mad About Curls & Waves!


What is it?
To cater for the different hair textures and patterns, Mad About Curls & Waves contains two specific ranges, one for curls and one for waves.


What can you do with it?
Revolutionising the market with an integrated approach to curly and wavy hair, Mad About Curls & Waves follows four care and styling steps:

  1. Cleanse – textured hair is known to be ‘the curlier, the dryer’, which is why the assortment varies in care level and surfactants accordingly
  2. Care – from light to deep conditioning and heavy butter consistencies, all the nourishment levels that dry hair may need can be found in the assortment
  3. Protect & Style – a wide variety of styling products form part of the assortment, from lightweight sprays, to balms, to leave-in conditioning and defining creams
  4. Refresh – given the high-maintenance nature of textured hair, washing it every day is not recommended. Therefore, the assortment includes refresh products that are designed to reshape hair texture on ‘in-between-wash’ days

What is the big deal?
Hairdressers can now become Curl & Wave Specialists, and clients can enjoy the benefits of effortless care and styling routines – both in-salon and at home.


Give me the facts!
Mad About Curls & Waves is also infused with cutting-edge Aquarine Complex – a combination of product-specific care ingredients that:

  • Strengthen the hair
  • Intensively moisturise
  • Provide heat protection*
  • Ensure up to 96% less breakage*
  • Ensure up to 94% less split ends*
  • Wraps every hair strand in a ‘care shield’ for touchable definition
  • Provides gorgeous, long-lasting curls and waves

Where can I learn about it?
Become a real expert in hair shape consultation, perfect your professional expertise and celebrate the uniqueness of curls and waves during a holistic seminar from ASK Education. Download your local seminar brochure to find out how you can ‘Rechallenge Shape’…


ASK eAcademy
Improve your styling and backbar knowledge with dedicated Mad About Curls & Waves audio-visual training:

*when used as a holistic care & style regime