Merwave is a haircare brand helping users embrace their hair’s natural wave with lightweight products developed specifically for Type 2 hair
Those who battle frizzy hair daily know all too well the superficial struggle of styling it. When straightening, it never really stays that way, flicking out or constantly having that halo of fluff – then when leaving it to dry naturally, it never quite looks polished but puffy.
This frustrating frizz is typically a sign that hair is crying out for hydration, or, as haircare brand Merwave states, is ‘stressed, or just missing the right care’. Other times, it’s a byproduct of overwashing with the wrong products, heat styling, or humidity in hot weather.
Wavy hair brand Merwave is calling for people who struggle with ‘wild frizz’ but relatively straight and kinked hair to re-evaluate, stating: “You don’t have frizz. You have waves”.
This claim is backed by one user of the brand who said: “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!
“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!”
Merwave’s Wavy Hair Starter Kit
£65
Merwave
Buy Now on Merwave
The Wavy Hair Starter Kit from Merwave contains a shampoo, conditioner, cream, foam, gel and a free refresh spray.
This user isn’t the only one who experienced this, as a 2026 study conducted by the brand found 47% of women never knew 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 difference between curls and waves is pretty simple: curls are more of a tight spiral shape whose pattern starts at the root or near the root, whereas waves are a looser S shape starting lower on the head, often.
The brand’s formulas – which come in gorgeous, aesthetically pleasing wavy bottles – are crafted so as not to weigh hair down, helping users embrace and enhance natural waves – thus busting frizz. Beauty fans who feel they may fit into this hair category but don’t know where to start can get the brand’s Wavy Hair Starter Kit for £65 (although it’s worth £85).
It contains a ‘simple’ five-step process made up of a shampoo, conditioner, wave cream, cast foam and a gel. Shoppers will also get a free refresh spray thrown in for those days after wash day where waves need a bit of a zhuzh.
The Cleanse Shampoo is powered by jojoba oil and avocado extract to soothe, nourish and cleanse without stripping hair’s moisture, while the Repair Conditioner detangles knots, smooths frizz and strengthens hair. The third step, the Wave Cream, is said to ‘awaken natural texture’, giving the waves a soft hold while pracaxi oil and flaxseed extract add extra moisture.
The Cast Foam helps lock in this wavy shape while helping keep frizz under control, while the Protect Gel ‘smooths and sets’ hair with ‘no stiffness or crunch’. This entire routine is said to last around three months – essentially £21 a month, for five haircare products. The brand says it’s safe to use on coloured, bleached and grey hair, and also prides itself on being silicone, sulphate and paraben-free.
It’s important to note that there are brands out there whose targeted products can be used by both curls and waves – such as Only Curls’ The Wavy Bundle, £65. Offering one less step than Merwave’s starter kit, it contains a cleanser (shampoo), conditioner, creme and gel whose formulas are lightweight enough to add definition and hold without weighing curls down.
Another big name in the textured-hair world is Umberto Giannini, whose Natural Waves Wash and Style Routine bundle is better suited for those on a tighter budget, costing £38.06 on sale with 25% off. Formulated for Type 2 hair (aka wavy hair), it aims to deliver definition, hydration and a glossy finish to natural waves without heaviness.
Those who have tried Merwave’s products have hailed the brand for helping them achieve dreamy, beachy waves that are 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 shared how Merwave enabled 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”
Although a common theme among those who deducted stars was finding the right balance of product to achieve perfect waves on days two and three. One three-star shopper 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. I’m not giving in and will continue to play around with the steps and quantities.”
That said, many people weren’t left too disheartened and had a similar experience to this beauty fan who said: “I went from wild frizz and straightening every day to a mix of lovely waves and curls and so many compliments!”
Shop the Wavy Hair Starter Kit here.
