The Shower Series: Mermade Hair Founder Tara Simich on Building the Original Hair Waver

Tara Simich founded Mermade Hair in 2019 after realising her old 90s crimper could be reinvented into a modern tool for soft, effortless waves, and the brand has since become one of the most talked-about names in hair tools, with the Mermade Pro Waver alone driving over a billion views on TikTok. We caught up with Tara on building Mermade from scratch, and looked at why beachy, "mermaid hair" waves remain one of the most searched hair trends going into 2026.

What Inspired Tara Simich to Launch Mermade?

"I just had my second baby and I couldn't get to the hair salon as often as I would have liked to," Tara says. "I thought to myself, imagine if my old 90s crimper could be bigger and create a more modern soft wave? And that is how Mermade was born." Speaking to Inside Retail Australia in 2026, she described the reality behind that idea: "I started Mermade with an 18-month-old and a newborn. I still remember pushing a double pram around the park while taking meetings."

What Does Mermade Mean to Tara as a Founder?

"It means confidence," she says. "It's about making anyone feel great through good hair. Styling your hair is something we do every day, and Mermade makes it fun."

Hair Waver vs Curling Iron: What's the Difference?

A hair waver uses barrels without a clamp, so hair sits in the barrel's grooves rather than being wrapped and held, which is what creates a looser, more natural, "second-day" wave rather than a defined ringlet. A curling iron or tong clamps hair in place, giving you more control over tight, structured curls but a more obviously "styled" finish. If you want the relaxed, undone texture people mean when they say "mermaid hair" or "beach waves," a waver is built specifically for that result in a way a curling iron isn't.

Is "Mermaid Hair" Still Trending?

Yes. Beachy, textured waves have remained one of the most consistently searched hair styles across the past few years, and a softer variation, sometimes called "fairy waves," has picked up fresh coverage more recently as a lighter, flat-iron-created take on the same texture. The category has also grown well beyond its original following: the Mermade waver has been linked to Khloé Kardashian, Hailey Bieber and Kourtney Kardashian in the years since Sofia Richie first wore the brand in the US, alongside continued expansion into retailers like Saks and Harrods.

Expert Tip: Astin, Hairhouse's Trichologist in Training, recommends applying a heat protectant before using any waver or curling tool, then working in small sections no wider than the barrel itself. "The biggest mistake people make with a waver is grabbing too much hair at once," she says. "Smaller sections give you a much more even, defined wave from root to tip."

Which Mermade Tool Should You Choose?

Original Waver: Mermade Waver Pro 32mm

Tara's own pick. "The original waver, of course," she says. "No other waver compares, and I know I am guaranteed to get compliments every time I wave my hair." The Pro's 32mm barrels are Mermade's signature size, built for classic, medium-to-large beachy waves.

Shop now: Mermade Waver Pro 32mm – Black

Best for Two Wave Sizes in One Pass: Mermade Double Waver

The Double Waver's dual-barrel design creates two wave patterns at once, giving a fuller, more textured finish than a single-barrel waver in less time.

Shop now: Mermade Double Waver – Black

Best for Straight, Sleek Styles: Mermade Hair Straightener

Originally teased as an upcoming launch, Mermade's 28mm ceramic straightener is now part of the core range, giving the brand a sleek, straight-styling option alongside its wave-focused tools.

Shop now: Mermade Hair Straightener 28mm

Tara's Close Second: Mermade Interchangeable Blow Dry Brush

"The Blow Dry Brush is a very close second," Tara says of her own product lineup. The interchangeable design lets you swap brush heads for different finishes, combining a dryer and a round brush in one tool.

Shop now: Mermade Interchangeable Blow Dry Brush

Everyday Blowout: Mermade Ionic Blow Dry Brush

A simpler, single-head version of the blow dry brush, built for a fast, smooth, everyday blowout rather than switching between finishes.

Shop now: Mermade Blow Dry Brush – Black

Who Inspires Tara Within the Beauty World?

"The brand Glossier is very inspirational," she says. "The brand was born out of filling a gap in the market and connecting with their customers to provide solutions. In terms of hair icons, being a 90s baby, Shakira is definitely my hair icon."

What Has Tara Learned From Building Mermade?

Beyond the product side, Tara has spoken publicly about the harder parts of building a fast-growing brand. In a 2022 interview with Forbes, she reflected: "One of the biggest things I've learned is that nothing is ever as good or as bad as it seems. You feel like it's the end of the world, or, likewise, when you get a win, you feel on top of the world." She's also been candid about the pressure of scaling in public: "One of the most stressful parts was the social media part. I would constantly wake up in the middle of the night, looking at my phone waiting for the next negative comment."

What Is Tara's Proudest Moment With Mermade?

"I think when Sofia Richie launched us in the USA," she says. "It was a real pinch-me moment that was the result of a lot of love, sweat and tears." Since then, Mermade has picked up momentum with a wider circle of names, including a viral moment with Khloé Kardashian that reportedly helped sell out stock. "Another proud moment was when we started to notice competitors using our product name and branding," Tara adds. "It's always a good sign and a compliment that you are the leader in your category."

Where Does Tara See Mermade in Five Years?

"We hope Mermade is a household name across the globe, and that we have the world's most innovative and exciting hot tools and accessories," she says. "We hope to be the game-changer and disruptor in the hair industry." Speaking to Inside Retail Australia as the brand enters its next growth phase, she put it simply: "I want to be a leader who builds scale without losing our soul."

Frequently Asked Questions

What is a hair waver?

A hair waver is a styling tool with grooved, clamp-free barrels that hair sits inside rather than being wrapped and held. It creates a looser, more natural wave than a curling iron, which is why it's associated with "beachy" or "mermaid hair" texture.

Is a hair waver better than a curling iron for beach waves?

For beachy, undone-looking waves specifically, yes. A waver's clamp-free barrel design is built for that relaxed texture, while a curling iron's clamp tends to create a tighter, more defined curl.

Is Mermade Hair an Australian brand?

Yes. Mermade Hair was founded in Perth by Tara Simich in 2019 and remains based there, working with design and engineering teams in Sydney and Melbourne.

What size waver barrel should I choose?

Larger barrels, like Mermade's 32mm Pro Waver, create bigger, looser waves suited to medium-to-long hair. Smaller barrels, like a 22-25mm waver, create tighter, more compact waves that work well on shorter hair or for a subtler texture.

Does a hair waver work on all hair types?

Yes, though results vary. Straight hair typically holds a waver's shape well and lasts longest, while curly or coily hair can use a waver to relax and define its natural pattern rather than create a completely new texture.

Ready to find your wave? Shop the full range of Mermade Hair wavers, brushes and straighteners in-store or online at one of Hairhouse's 100+ stores and salons across Australia.