A woman who believed she had 'poker straight' hair experienced a revelation after using a specialised haircare kit that awakened her natural 'gorgeous beachy waves'. The product, from the brand Merwave, is designed to help individuals embrace their hair's natural wave pattern using lightweight formulations tailored for Type 2 hair.
Eve Rowlands, Senior Fashion & Beauty Writer, reported on the transformative results shared by users. One customer recounted her journey: 'My hair was always naturally poker straight and glossy, but since my 40s it became frizzy, dry and dull. I saw the Merwave ad, did some digging, and felt sure it was a gimmick. But the reviews were decent, and many before pictures looked like my mess, so I took the plunge. Oh my days! Who knew my hair does this? Not curls, but the most gorgeous beachy waves. My mind is blown. I can't stop looking at it, asking whose hair this is. So many compliments. I honestly didn't know I had good hair. It doesn't feel dry and requires minimal styling, even skipping heat entirely. I invested in the starter kit and protein treatment. Don't you go anywhere, Merwave!'
Merwave, a brand focusing on wavy hair, asserts that many people misidentify their hair type. The brand states: 'You don't have frizz. You have waves.' This claim is supported by a 2026 study conducted by the brand, which found that 47% of women were unaware their hair was secretly wavy. Founder Abi explained: 'I struggled with hair I thought was straight, unmanageable and frizzy until I found out the kinks, frizz and flicked-out ends were secret signs my hair is wavy. But the hair category bundled curls and waves together, with most products containing heavy butters and oils too heavy for my waves. Merwave was born from a passion to create what I couldn't find elsewhere.'
The difference between curls and waves is straightforward: curls form tight spirals starting at or near the root, while waves are looser S shapes beginning lower on the head. Merwave's formulas, presented in aesthetically pleasing wavy bottles, are crafted to avoid weighing hair down, helping users enhance natural waves and eliminate frizz.
For those unsure where to start, the brand offers a Wavy Hair Starter Kit priced at £65, valued at £85. The kit includes a five-step process: Cleanse Shampoo with jojoba oil and avocado extract, Repair Conditioner to detangle and strengthen, Wave Cream to awaken texture with pracaxi oil and flaxseed, Cast Foam to lock in shape and control frizz, and Protect Gel to smooth and set without stiffness. A free refresh spray is included for post-wash days. The routine lasts about three months, equating to roughly £21 per month for five products. The brand confirms it is safe for coloured, bleached, and grey hair, and is free from silicones, sulphates, and parabens.
Other brands offer similar products. Only Curls provides The Wavy Bundle at £65, with a four-step routine suitable for both curls and waves. Umberto Giannini's Natural Waves Wash and Style Routine bundle, on sale at £38.06 with 25% off, is formulated for Type 2 hair to deliver definition and hydration without heaviness.
Reviews for Merwave have been largely positive. One five-star review stated: 'I have always had kinky hair and tried everything. Naturally, it went fluffy and limp. Traditional mousses left a crusty coating. Curly products were heavy. So I resorted to straightening or perming. I took the plunge into Merwave. Oh my gosh, I'll never go back! I could have had these luscious, bouncy waves far sooner.' Another shared: 'For years I would straighten my hair, then use straighteners to put waves in. It’s not really curly, so curly products don’t work, nor do heatless curls stay. I wanted to embrace the waves without heat damage. Finally, after months of seeing ads, I gave Merwave a go. Thanks for creating something that makes me feel more comfortable embracing my natural locks.'
However, some users noted challenges in achieving perfect waves on subsequent days. A three-star review mentioned: 'I love how the products make the curl in my hair come to life, but I don’t like how it’s made my hair feel. I’m sure it’s practice and working out what my hair needs to avoid the straw-like birds nest I’m left with the following day. I’m not giving in and will continue to play around with the steps and quantities.' Despite this, many remained undeterred, with one beauty fan stating: 'I went from wild frizz and straightening every day to a mix of lovely waves and curls and so many compliments!'
