Mermade

Mermade Hair is an Australian hair-tools and haircare brand founded in late 2019 by hairdresser Tara Simich, with the stated goal of making effortless, voluminous hair accessible to everyone [1]. The company is best known for its triple-barrel waver, a styling tool for creating soft waves, and has since expanded into curling tongs, blow-dry brushes, dryers and a secondary line of haircare products. According to the brand, its products are now sold in more than 40 countries.

The business began as an Instagram-only venture and grew through social media and celebrity attention before moving onto retail shelves worldwide. It remains active, with new product launches and press coverage recorded into 2026.

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

Mermade Hair traces its start to 2019, when Simich, a hairdresser, identified a gap in the styling-tool market for an easy-to-use device that could produce soft, flowing waves. By her own account, the idea took shape while she watched Kim Kardashian's hairstyling videos during the pandemic that year. She worked with a supplier found on Alibaba to develop a prototype and launched the resulting Mermade Waver directly through Instagram. The brand's origin story, as told to Australian business media, describes an initial order of 1,000 units placed in the expectation of a year's worth of sales; the run sold out in two weeks, and weekly sales reached about 2,000 units within months [9].

Simich has said she started the company while caring for an 18-month-old and a newborn, which she credits with instilling disciplined time management from the outset.

The brand's early growth was closely tied to social media. During Black Friday in 2021, Khloé Kardashian posted an Instagram reel featuring the baby-pink Mermade Waver to a reported audience of around 15 million viewers, which depleted stock globally and, according to Simich, prompted retailers across Europe and South America to make contact [9]. She later described the influencer strategy as depending on partners who "genuinely love your product."

In May 2023, Mermade released a limited-edition collaboration with Mattel's Barbie, developed over more than two years and launched on 25 May 2023, roughly two months before the Barbie film reached cinemas [8]. The range paired the Waver or a Blow Dry Brush with accessories in a custom pink design and sold for $129 per kit; pre-orders exceeded expectations. By the time of the collaboration, the company reported being stocked by more than 1,500 retailers worldwide and growth of around 60 percent compared with 2022, while its team had expanded from three staff in 2020 to sixteen employees [8].

By 2026, the brand continued to scale internationally, a trajectory documented in a founder profile published by Inside Retail Australia in March of that year [10].

Mermade Hair positions its tools around the idea that, as the company puts it, "every day should be a good hair day no matter your skill level." Its stated mission is to make voluminous, salon-style hair achievable at home regardless of styling experience, and the brand frames its products around confidence and self-love rather than technical expertise. Marketing materials describe the range as "game-changing hair tools" aimed at "professional results."

The company describes its audience as people who like waves, blowouts and added volume, alongside hairdressers and stylists who use the tools professionally. Founder commentary in 2026 noted a shift in growth strategy away from the celebrity and reality-star endorsements that marked 2020 toward creator partnerships and community-driven engagement [10].

The brand's signature product is the Mermade Hair Waver, sold in several barrel sizes, with the 1.25-inch Original Pro Waver (a 32 mm triple-barrel tool) as its flagship. On its own LinkedIn page the company describes itself as "the original brand behind the large triple barrel waver that literally broke the internet," and the same tool carries more than 1,300 customer reviews on the brand's site [11]. The wider catalogue includes the M Ionic Hair Dryer, an Interchangeable Blow Dry Brush, the Aircurl, an Auto Curl Tong and digital hot rollers, plus haircare items such as shampoos and conditioners that the brand states are sulphate- and paraben-free.

On the technology side, Mermade emphasises ionic ceramic barrels in its wavers. The company says that "made with ionic ceramic barrels it means your hair is positively charged with minimal damage," and recommends using a heat-protectant spray before styling [4]. Electrical products carry a two-year warranty.

Mermade Hair operates a multi-channel model, combining its own direct-to-consumer websites with a wide network of third-party retailers. Its listed stockists span beauty retailers, department stores, pharmacies and marketplaces across several regions, including Sephora, Nordstrom, Target and CVS in the United States; Adore Beauty, Myer and Harvey Norman in Australia; and Beauty Bay, Lookfantastic and Superdrug in the United Kingdom. In Europe and the Middle East, named stockists include Matas, Douglas, Notino, Flaconi and Lyko. The company maintains warehouses in several countries, including Australia, New Zealand, the United States, the United Kingdom and the Netherlands.

Mermade Hair states that it has been "working to make 100% of our packaging 100% recyclable and made from recycled materials by the end of 2024" [2]. For electrical tools, the brand directs customers to local e-waste drop-off points rather than ordinary recycling and provides region-specific resources for the United States, United Kingdom and Australia; it also suggests donating or reselling tools that still work. Non-electrical accessories such as brushes and clips, the company notes, generally cannot be recycled because of their mixed materials.

The brand has been the subject of features in Australian business and retail media. SmartCompany covered both its Instagram-driven origin and Kardashian endorsement and its later Barbie licensing deal, while Inside Retail Australia published a founder profile in 2026. Among its celebrity associations, members of the Kardashian family have been counted among the brand's fans, with Khloé Kardashian's 2021 post the most prominent example.

Mermade Hair is active. The company reports global distribution across retail, direct-to-consumer channels and social media, and recent signals confirm ongoing operation: a 2026 product launch promoted as the "Auto Curl Tong," blog content dated to 2026, and the March 2026 Inside Retail profile [10]. By the brand's own account it is available in more than 40 countries through over 1,500 retailers as well as its own websites [1].