"Who knew I had waves??"
After years of using GHDs to straighten, I realised my hair had a wave after a holiday — my husband said it looked great with beach waves. I googled wave cream, came across Merwave, and never looked back.
Is Your "Frizzy" Hair Actually Wavy?
Discover the 5 signs you've been treating naturally wavy hair as if it were straight.
47% of women don't realise their hair is naturally wavy.
Instead, they spend years believing it's just straight, frizzy or impossible to manage.
They straighten it every morning, battle the frizz every afternoon, and assume that's just how their hair is.
But what if it was never straight to begin with?
Read the five signs below. If three or more sound like your hair, you may have been treating your natural waves like straight hair your entire life.
Fresh out of the shower, your hair falls into soft S-shaped bends and you think, "Wait... is that a wave?"
Then it dries, the definition disappears, and you're left with flat, puffy or frizzy hair instead.
That's because water temporarily helps reveal your natural wave pattern. But without the right products to support and hold those waves as they dry, they quickly lose their shape.
Lightweight styling products help your waves set in place without weighing them down, so the definition you see when your hair is wet is far more likely to remain once it's dry.
It might not be your hair that's the problem. It could be the products you're using.
Many shampoos, conditioners and styling products are formulated for curly and coily hair, which naturally needs richer oils and butters.
Wavy hair is different. Because it sits closer to the scalp, those heavier ingredients can quickly weigh it down, leaving your roots looking limp and greasy just a few hours after washing.
If your hair feels oily far sooner than it should, your products may simply be too heavy for your natural wave pattern.
As wavy hair dries, each strand naturally wants to form a soft S-shape. But brushing, touching it too much, or using products that are too heavy can interrupt that process before the wave has a chance to set.
The result? What looks like frizz is often a wave pattern that never quite came together.
Give those strands lightweight products and the right drying technique, and you'll often see definition appear where you once only saw frizz.
Curly hair forms tight spirals or ringlets. Wavy hair forms soft S-shaped bends that are looser and flatter against the head.
Although they can look similar, they don't behave the same. Wavy hair is often easily weighed down, which is why it typically benefits from lighter products designed to define waves without flattening them.
If your waves won't hold, it's tempting to keep adding more product. Another cream. A little oil. Maybe a richer conditioner.
But if your hair is naturally wavy, more isn't always better. Heavy products can build up on the hair, weighing down your wave pattern and leaving it looking flatter, greasier and less defined.
It's easy to think your hair is just difficult to manage. In reality, it may simply be asking for lighter products that support your waves without weighing them down.
If you recognised your own hair in three or more of those signs, there's a good chance you've been treating wavy hair as if it were straight.
The good news? You don't need to fight your hair anymore.
You just need a routine designed for the way your hair naturally wants to behave.
Swap it.

Let's awaken your natural waves
with the Wavy Hair Starter Kit.
You've been calling your hair frizzy your whole life. See what thousands of others fell in love with when they gave the right care.
Discover the easy 15 minute, at-home routine by Merwave.
160,000 women
stopped fighting their hair
and fell in love
Frequently Asked
Questions about the
Wavy Hair Starter Kit
Stocked in Boots. Loved by 160,000+ customers. We've spent the last 5 years developing products designed specifically for wavy hair.
The routine is lightweight enough for fine hair and flexible enough for thick or damaged hair — just adjust how much you use to suit your texture.
If your hair is naturally wavy then this will work. Most women see softer, more defined waves within the first few washes.
No — each product is lightweight and water-based, designed to layer without buildup. A little goes a long way.
The kit lasts around 90 days and replaces multiple products. Most customers find it pays for itself while finally giving them waves they love.