When beauty writer Eve Rowlands tried Merwave’s Wavy Hair Starter Kit on her friends hair, they were both delighted and surprised by the result
(Image: Eve Rowlands)
As one of the few curly-haired women in her circle of friends, beauty writer Eve Rowlands regularly finds herself fielding hair-related questions. Eve said she helps with everything from tackling frizz to “offering my thoughts on whether someone’s hair might actually be wavy.”
She noted that she is very much an armchair expert, having gathered her knowledge through years of research, trial and error, and “more than a few disastrous hair days.” One brand Eve has recently put to the test and been thoroughly impressed by is Merwave, which specialises in wavy hair care.
For context, the beauty expert has hair that she describes as “a combination of 2B waves and 2C curls.” Yet following the brand’s 5-Step Routine left her short, bobbed hair with loose but glamorous curls.
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That said, while testing out the Wavy Hair Starter Kit, Eve felt it necessary to “demonstrate results on longer hair for maximum impact.” So when the opportunity arose to wash and style her friend’s lengthy blonde hair using these stunning hair products, she leapt at it.
Eve’s friend had always believed her hair to be straight but frizzy, yet frequently noticed it forming loose S-shaped waves after washing and air-drying, or after a trip to the beach. However, after trying Merwave on her supposedly straight hair, Eve said “the outcome left us both astonished,” reports the Mirror.
Discover Merwave
This simple 5-step system is made specifically for wavy hair.
Merwave is a brand whose five-step routine has been specially developed with wavy — rather than predominantly curly — hair in mind. Its founder, Abi Reid, 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 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 – lightweight, nourishing products specifically formulated for wavy hair. I wanted to help people break free from society’s idea of perfection and embrace their real hair, real texture, and the confidence that comes with it.”
For reference, the distinction between curly and wavy hair lies in the shape — wavy hair features a looser S shape that starts towards the mid-lengths of the strands, whereas curly hair is characterised by spirals, ringlets, or corkscrews that begin at the scalp.
Eve said: “Welcoming my friend into my curly-haired salon (my bathroom), I set about trying the Wavy Hair Starter Kit from Merwave (£65). The set comprises five products: Cleanse Shampoo, Repair Conditioner, Wave Cream, Cast Foam and Protect Gel — all priced at £17 when purchased separately.
“The products arrive in strikingly attractive bottles that echo the natural flow of waves in hair — so visually appealing that they were spotted gracing the shelves of the Love Island villa over the summer. Each bottle also features numbers 1-5 on the front, clearly indicating the order in which each step should be used.”
Impressed by the products at first glance, Eve said the shampoo and conditioner “boast a wonderful scent — fruity and fresh without being overwhelming.” Powered by jojoba oil and avocado extract, they have been formulated to cleanse the hair thoroughly without stripping away its natural oils.
The conditioner, designed to quench thirsty wavy locks, features a hydrating formula crafted to detangle knots, tame frizz, and strengthen hair to minimise breakage. Eve continued: “While it didn’t prove quite as effective at tackling knots as some other products I’ve tried (Curlsmith’s Essential Moisture Conditioner, £22, Only Curls All Curl Conditioner, £18, or, more recently, Taylored’s Moisture Conditioner, £18), once a brush was worked through with the conditioner still applied, the hair felt wonderfully silky.”
The third step in the kit is the lightweight Wave Cream. Less dense than some other curl creams, it’s unlikely to weigh down wavy hair. Formulated with pracaxi oil and flaxseed extract, it seals in moisture for a frizz-free result that steers well clear of the typical heavy, greasy, or crunchy feeling.
Eve explained: “Once this was worked through my friend’s hair and scrunched, her waves began to form — much to my satisfaction. At this point, to remove any excess moisture following the application of the cream, I used a microfibre towel and scrunched it once more, which enhanced the waves further.”
While these three steps can be used independently, finishing with the Cast Foam and Protect Gel will produce the best results and hold, in my experience. The foam helps to lock in the waves without a crunchy cast while eliminating frizz, and the gel provides additional hold.
“One thing worth noting is that the gel feels rather firm when scooping it from the tub and isn’t as fluid as I had anticipated,” she added. “However, when warmed between the palms and smoothed through the hair, this firmness dissipates.
“What I found particularly impressive about this set was that when I dried the hair using a diffuser (air-drying wasn’t an option due to time constraints), the gel hadn’t hardened into a stiff cast throughout, which kept the hair soft and bouncy.
“While some strands were slightly crunchy, a little additional scrunching helped to loosen them. The final result was natural-looking, beachy waves that appeared effortless — her partner even remarked that she resembled an Australian surfer — a compliment I’ll gladly accept as the stylist.”
The only drawback to this routine is that, with five steps – excluding drying – it may not suit those who typically wash their hair during a morning rush and require quick, immediate results. However, for occasions when time permits, it’s a luxurious indulgence that leaves hair feeling and looking at its finest.
It’s worth noting that for those who regularly straighten their hair, the waves may not appear quite as defined or polished on initial use of this five-step collection. This is because, as Merwave explains, “If you have naturally wavy hair, heat styling can sometimes leave your waves looking limp, dry or uneven when you try to bring them back. That’s because straighteners work by breaking down the hydrogen bonds in your hair to change its shape. Over time, this process can weaken your strands, strip away essential moisture and disrupt your natural wave pattern.”
For those who suspect their hair is wavy but straighten it nonetheless, the brand recommends treating it with a Deep Conditioning Mask once or twice weekly to revive limp, lifeless waves.
Purchase the Wavy Hair Starter Kit here for £65.
