Anyone who struggles with frizzy hair may actually have naturally wavy hair according to one brand, with a user discovering they had the ‘most gorgeous beachy waves’
Frizzy hair can prove tricky to style and keep maintained throughout the day. Carefully curated hairstyles rarely stay put, flicking outwards or constantly sporting that halo of fluff – and when left to air dry, it never appears quite sleek but rather puffy.
This maddening frizz is usually an indication that hair is desperately needing moisture, or, as haircare brand Merwave explains, is ‘stressed, or just missing the right care’. At other times, it’s a consequence of overwashing with unsuitable products, heat styling, or humidity during warm weather.
The brand now offers a Wavy Hair Starter Kit – which is worth £85 but is priced at £65 – and it gives users beachy waves for just 72p a day, as the bundle has been designed to last for 90 days. With a free refresh spray worth £17 also included, it’s a lightweight yet simple 5-step system created specifically for wavy hair.
Users have been impressed online, with one customer saying: “My hair was always naturally poker straight/glossy but since my 40s just frizzy, dry and dull… saw the Merwave ad, did some digging (felt sure it’s a gimmick).
“But the reviews were pretty decent and I found that lots of the before pics looked a fair bit like my mess, so I took the plunge. Oh my days! Who knew my hair does this!
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Shop the Wavy Hair Starter Kit at Merwave
“Not curls sure, but the most gorgeous beachy waves. I mean, seriously! My mind is blown, and I can’t stop looking at it, going “whose hair is this?!”
“So many compliments… I honestly didn’t know I had good hair. It doesn’t feel dry and requires minimal styling (can skip the heat entirely even!)… invested in the starter kit and protein treatment… don’t you go anywhere Merwave!”
This customer isn’t alone in this discovery, as a 2026 study carried out by the brand revealed 47% of women never realised their hair was secretly wavy. The brand’s founder, Abi, said: “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 there was a problem…I found the hair category bundled curls and waves together, with most products loaded with heavy butters and oils that were too heavy for my waves. Merwave was born from a passion to create what I wasn’t able to find anywhere else.”
Now, the distinction between curls and waves is fairly straightforward: curls form a tighter spiral pattern that begins at or close to the root, while waves create a looser S-shaped pattern that starts further down the head. The brand’s formulas — housed in stunning, eye-catching wavy bottles — are designed to avoid weighing hair down, helping users embrace and enhance their natural waves while banishing frizz.
Beauty enthusiasts who suspect they fall into this hair category but aren’t sure where to begin can pick up the aforementioned Merwave Wavy Hair Starter Kit to help. The kit contains a straightforward five-step routine comprising a shampoo, conditioner, wave cream, cast foam and a gel.
Shoppers will also receive a complimentary refresh spray — perfect for those post-wash days when waves need a little revival. The Cleanse Shampoo harnesses the power of jojoba oil and avocado extract to soothe, nourish and cleanse without robbing hair of its moisture, while the Repair Conditioner tackles knots, tames frizz and fortifies hair.
The third step, the Wave Cream, promises to ‘awaken natural texture’, delivering a soft hold while pracaxi oil and flaxseed extract provide an added moisture boost. The Cast Foam works to lock in the wavy shape while keeping frizz firmly in check, and the Protect Gel ‘smooths and sets’ hair with ‘no stiffness or crunch’.
The full routine is said to last approximately three months — working out at roughly £21 per month for five haircare products. The brand confirms it is safe for use on coloured, bleached and grey hair, and also prides itself on being free from silicones, sulphates and parabens.
It’s worth noting that certain brands offer targeted products suitable for both curls and waves — such as Only Curls’ The Wavy Bundle, £65. Featuring one fewer step than Merwave’s starter kit, it includes a cleanser (shampoo), conditioner, creme and gel with lightweight formulas designed to add definition and hold without weighing down curls.
Another prominent name in the textured-hair arena is Umberto Giannini, whose Natural Waves Wash and Style Routine bundle is ideal for those watching their spending, priced at £38.06 with a 25% discount. Created specifically for Type 2 hair (wavy hair), it promises to deliver definition, hydration and a glossy finish to natural waves while avoiding heaviness.
Those who’ve tested Merwave’s products have praised the brand for helping them achieve dreamy, beachy waves that feel soft and hydrated. One five-star review of the starter kit read: “I have always had ‘kinky’ hair – I’ve tried everything possible to make it look its best.
“Naturally, it went fluffy and limp. Traditional mousses left a crusty coating. Curly products were heavy and weighed it down. So, I resorted to straightening or even perming to give some shape.
“I took the long-awaited plunge into Merwave. Oh my gosh, I’ll never go back! I can’t believe it took me so long to give it a try! I could have had these luscious, bouncy waves far sooner!”
Another customer explained how Merwave helped them to ‘stop fighting my hair’, in a five-star review which read: “For years I would straighten my hair, then I used the straighteners to put waves in on top of my own in an attempt to tame them. It’s not really curly, so curly products don’t work, nor do heatless curls stay in longer than five minutes.
“What I really wanted was to embrace the waves without the heat damage, but it’s unruly and always looks frizzy when I leave it natural. Finally, after months of seeing ads, I gave Merwave a go. Thanks for creating something that means I feel more comfortable embracing my natural locks.”
However, a recurring issue amongst those who knocked off stars was getting the right amount of product to maintain flawless waves on the second and third days. One three-star customer shared: “I love how the products make the curl in my hair really come to life, 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.
They continued: “I’m not giving in and will continue to play around with the steps and quantities.” Despite this, plenty of shoppers weren’t put off and had a similar outcome to this beauty enthusiast who said: “I went from wild frizz and straightening every day to a mix of lovely waves and curls and so many compliments!”
