Emily didn’t always question her hair.
Emily didn’t always question her hair. As a child, it was unmistakably curly. Tight ringlets. Full of volume. “So curly people used to ask my mum if it had been permed.” But as she got older, something changed.
Through her teenage years, those tight curls softened.
Less ringlets. More wave. But instead of learning how to work with it, Emily did what most people did at the time.
She straightened it.
Because that was the standard. Sleek. Smooth. Controlled.
Growing up without a role model
Emily always heard the same thing.
People loved her hair.
Hairdressers told her to embrace it.
But she didn’t see anyone like her.
“I didn’t feel like I ever saw a role model that had hair like me.”
So instead of embracing it, she worked against it.
“I grew up in a relationship with my GHD hair straighteners. I used to straighten the hell out of my hair so that I could wear it sleek. And I never really embraced my natural wave, I didn’t know how to, it wasn’t a thing growing up.”
Her routine became intense.
Blowdry. Rollers. Straighteners.
Every day.
It could take up to an hour just to get her hair to sit the way she wanted. And even then, it didn’t feel natural.
“And then as I got older and I got a little bit more confident, I started to embrace my natural wave when I was on holiday. Sea water, the pool water, just let it dry. Didn’t want to be straightening and blow-drying on holiday.”
So what was the turning point?
When lockdown hit, everything slowed down.
No office. No need to style it perfectly every day.
So Emily decided to experiment. She let it air dry. Tried diffusing. Started to work with her natural texture.
And that’s when she realised something.
Her hair wasn’t the problem.
She just didn’t have the right products.
“Then a couple of friends of mine recommended Merwave, so I tried and never looked back. I have tried other products, cheaper, more expensive, but I always come back to Merwave. So it was the best recommendation I’ve ever had. I really embrace the natural waves now."
"I get so much joy when people come over to me and ask what tool I use, and I tell them it’s all Merwave.”
The biggest shift wasn’t just how her hair looked.
It was the time.
Before?
“On the daily, I’d wash my hair, blow-dry it, then rollers in, then GHDs out, so you’re probably talking 45 minutes to an hour.”
And now?
“With Merwave, I wash my hair daily, then afterwards use the mousse and the gel, which takes a couple of minutes. For me, what I’ve found works best is air drying. So I’ve saved myself 45-60 minutes. Scrunch and I’m out the door.”
But the biggest change?
The biggest change wasn’t her routine. It was how she felt.
“I’m just really pleased I have the confidence to embrace my natural waves now.”
And she’s being the role model she wishes she’d had…
“I’ve got a 1.5-year-old daughter and she’s got little waves coming in, and she’s going to embrace her waves cause she’s seen mummy with her waves.”
Before: Unruly
Now: Amazing
Emily's advice to you…
“Try and embrace whatever your hair is naturally doing. If there’s a natural bend there, embrace that. Find a product that will help you embrace that more.
"For me, the Merwave products are a time cutter. And I trust that Merwave products are always going to be great products.”
Sign 1: Hair's wavy when wet, but dries straight
Hair shows natural waves when wet. Drying disrupts the pattern - leaving puffiness instead of soft, defined waves.
Sign 2: Heat styling never lasts
You curl it, it drops. You straighten it, it bends - your natural wave won’t hold either.
Sign 3: Your ‘frizz’ feels uncontrollable
Not random frizz - your wave pattern separating, not clumping. That’s why smoothing products never really fix it.
Sign 4: Your hair never looks ‘finished’
You wash and dry… but it lacks shape or polish. Never sleek, never defined, always needing more.
Sign 5: Your ends puff or flick out
Flatter at the roots, uneven through the lengths. Ends flick, curl, or puff depending on humidity.
Straightening, brushing and everyday drying break apart your natural wave pattern.
So instead of waves... you see frizz.
The fix? A simple 15-minute routine using lightweight products designed for waves.
The Merwave Wavy Hair Kit works with your natural pattern, transforming frizz into soft, defined, beach waves.
Over 160,000 women have already made the switch.
