Mermade Hair

What Mermade Hair does

Mermade Hair is an Australian consumer brand founded in 2019 that designs, manufactures, and sells heat-based hair styling tools and supporting haircare and accessories. Its core technology stack centers on ionic ceramic barrels/tourmaline coatings combined with infrared heating and advanced negative ion technology, marketed as gentler styling with reduced frizz; product features include variable heat settings (150°C–210°C), automatic shut-off, and safety mechanisms such as magnetic motor pause on the Auto Curl Tong. The catalog spans approximately 55 SKUs across triple-barrel wavers (the signature Pro Waver and derivatives), curling tools (Auto Curl Tong, Digital Hot Rollers, Aircurl, Style Wand), straightening products, dryers and thermal brushes (Hair Dryer, M Ionic Hair Dryer, Blow Dry Brush, Infrared Thermal Brush), haircare (Super Serum, Styling Primer), and accessories, priced from $7 for clips to $199 for the M Ionic Hair Dryer, with bundles, kits, and sub-brands including the premium M Range and the Bec Judd collaboration.

The company runs a direct-to-consumer model through four regional Shopify storefronts (US, UK, EU, AU/NZ), complemented by wholesale partnerships with Urban Outfitters, Nordstrom, and CVS in the US, and a growing Amazon presence. US orders ship from a Pennsylvania distribution center, with additional warehouses in New Jersey, Northampton (UK), Venlo (Netherlands), Auckland (NZ), and Sydney (Australia). Marketing is product-led: celebrity endorsements (Khloe Kardashian, Kylie Jenner's hairstylist), an organic TikTok presence generating 100 million views every 90 days, influencer partnerships, a Facebook Group community, and Klaviyo-powered email marketing that attributed 23% of global ecommerce revenue in 2024. The company is privately held, founder-led (Tara Simich), reports 11–50 employees, and is actively fundraising as of 2026 to underwrite U.S. retail expansion, inventory buildout, and Amazon channel growth after reporting over 400% year-over-year growth.

Name

Mermade Hair

Legal name

Mermade Hair

Website

https://mermadehair.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Mermade Hair designs and sells ionic ceramic and infrared heat styling tools — signature triple-barrel wavers, curlers, dryers, and accessories — to individual consumers globally via four regional DTC sites, Amazon, and major retailers.

Ownership category

akta.pro rank

Product category

Hair Styling Tools

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hair Styling Tools (Dryers, Straighteners, Curlers) (CRABAKAF)

akta.pro secondary industries

Hair Brushes, Combs & Detangling Tools (CRABAKAG), Hair Accessories (Clips, Bands, Headbands) (CRABAKAH), Hair Fragrance & Finishing (Mists, Shine, Anti-frizz) (CRABABAM), Professional Hair Styling & Finishing (CRABALAC), Salon Hair Tools & Electricals (Dryers, Irons, Clippers) (CRABALAD)

Keywords

• Hair styling tools
• Heat styling products
• Ionic ceramic technology
• Professional beauty tools
• Haircare accessories

Headquarters

HQ city

Mount Helena

HQ country

Australia

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Direct E-commerce Sales: The company generates revenue through direct-to-consumer sales via its e-commerce storefronts (mermadehair.com, mermadehair.co.uk, mermadehair.eu, mermadehair.com.au) and through retail partners including Urban Outfitters, Nordstrom, and CVS. Products are sold at one-time purchase prices ranging from $7 for accessories to $199 for premium tools.
2. Retail Distribution: Revenue is generated through wholesale distribution to major retail chains including Urban Outfitters, Nordstrom, and CVS. The US market accounts for approximately 20% of business, with active expansion plans into additional retail locations.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Mermade Hair manufactures and sells a comprehensive range of heat-based hair styling tools — most notably its signature triple-barrel hair wavers — alongside curling irons, straighteners, hot rollers, hair dryers, blow-dry brushes, haircare serums, and styling accessories. The products feature proprietary ionic ceramic, infrared, and negative-ion technologies targeting consumers seeking salon-quality celebrity-inspired styling at home. Pricing ranges from roughly $7 for small accessories up to $199 for the premium M Ionic Hair Dryer, with bundles and direct-to-consumer shipping from regional warehouses in the US, UK, EU, and Australia/New Zealand.

Product overview

Mermade Hair is an Australian hair tools brand founded in 2019, specializing in a comprehensive range of heat styling tools and accessories. The product portfolio centers on signature triple-barrel hair wavers (Pro Waver, Mini Pro Waver, Cutie Pro Waver, Double Waver, and M Infrared Waver) as the core products, complemented by curling tools (Auto Curl Tong, Digital Hot Rollers, Aircurl, Style Wand), straightening products (Straightener), and blow drying solutions (Hair Dryer, M Ionic Hair Dryer, Blow Dry Brush, Interchangeable Blow Dry Brush, Infrared Thermal Brush). The offering extends to a wide range of accessories including sectioning clips (Grip Clips, Claw Clips, Jumbo No-Crease Clips, Octopus Claw Clip), heatless styling tools (Heatless Curls Kit, Heatless Style Kit, Velcro Roller Kit), brushes (Round Brushes, Detangle Brush, Styling Brush), finishing products (Hair Styling Wax Stick, Fly-Away Kit, Hair Gems, Hair Gel Wand), and haircare items (Super Serum, Styling Primer). Premium sub-brands include the M Range (high-end tools) and Bec Judd collaboration. The company positions itself on innovative heat technology (ionic, ceramic, tourmaline, infrared), celebrity endorsements, and social media presence driving 400%+ year-over-year growth. All electrical products come with a 2-year warranty and are backed by a 30-day money-back guarantee.

Differentiator

Problem solved

Functional benefit

Brands

• M Range: Premium line of hair tools featuring the M Infrared Waver and M Ionic Hair Dryer
• Bec Judd Edit
• Mermade PRO

Products and services

• Pro Waver (1.25" Original) Mermade Hair's signature triple-barrel hair waver with ionic ceramic barrels; positioned as the original and largest triple-barrel waver in the world, designed for uniform S-shaped waves and targeting everyday consumers.
• Mini Pro Waver (1") Compact version of the signature Pro Waver creating smaller, tighter waves with the same triple-barrel ionic ceramic technology; part of the Mermade PRO line targeting both consumers and professionals.
• Cutie Pro Waver (0.9") Miniature triple-barrel waver creating tight ripple water s-wave styling with a smaller, more defined wave pattern.
• Double Waver Double-barrel waver that creates more pronounced, crimp-like deep waves compared to the triple-barrel Pro Waver.
• M Infrared Waver Premium hair waver in the M Range featuring infrared technology that penetrates inner hair layers for gentler, even heating, reduced frizz, and more shine.
• Auto Curl Tong Automatic curling iron with a smart magnetic motor that curls hair at the push of a button; ionic technology, variable heat settings (150°C–210°C), and anti-tangle design for effortless even curls.
• Digital Hot Rollers Digital-controlled hot rollers for creating 90s supermodel blowouts and voluminous curls with consistent heat technology.
• Aircurl Airflow-based curling tool that creates curls without direct heat contact, expanding the brand's heatless-friendly curling options.
• Straightener (1.1") Ceramic plate hair straightener with ionic technology that smooths hair and reduces frizz for sleek, straight styles.
• Hair Dryer Professional-grade ionic ceramic hair dryer for fast drying and everyday styling.
• M Ionic Hair Dryer Premium M Range ionic hair dryer with advanced ionic technology for faster drying and reduced damage; priced at $199 as the flagship dryer SKU.
• Blow Dry Brush Combined hairdryer and round brush tool with ceramic and tourmaline coatings and multiple heat settings, designed for salon-quality at-home blowouts.
• Interchangeable Blow Dry Brush Versatile blow dry brush with two interchangeable heads for different styling options, suitable for curly/coarse/thick hair or creating shape and curl.
• Infrared Thermal Brush Heated thermal brush combining ceramic plate technology with infrared light that penetrates inner hair layers for moisture-locking, healthier styling with less frizz and more shine.
• Style Wand Wand-style curling iron for creating loose, natural curls and waves.
• Heatless Curls Kit Heat-free curling kit for creating curls without heat damage, suitable for daily use across all hair types; priced at $33.
• Super Serum Finishing hair serum that adds shine, reduces frizz, and gives styles a glossy look; priced at $29.

Quantifiable outcome

• Over 400% year-over-year growth achieved
• +4 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature5 records

Partnerships

Nine partnerships are on record, tiered flagship, minor and core.

• Galeries Lafayette Champs-ÉlyséesflagshipStrategic or Co-development Partner · 22 September 2025Mermade Hair hosted an exclusive brand activation event at Galeries Lafayette Champs-Élysées in Paris, bringing together influencers, buyers, hairstylists, and makeup artists for an evening of styling demos and networking. Founder Tara conducted a Q&A session and previewed the upcoming Digital Hot Rollers product launch.
• recreationbeautyminorGTM or Marketing Partner · 22 September 2025Event sponsor for Mermade Hair's Paris brand activation at Galeries Lafayette Champs-Élysées.
• timtamminorGTM or Marketing Partner · 22 September 2025Event sponsor for Mermade Hair's Paris brand activation at Galeries Lafayette Champs-Élysées.
• fujifilmukminorGTM or Marketing Partner · 22 September 2025Event sponsor for Mermade Hair's Paris brand activation at Galeries Lafayette Champs-Élysées.
• bundabergdrinksminorGTM or Marketing Partner · 22 September 2025Event sponsor for Mermade Hair's Paris brand activation at Galeries Lafayette Champs-Élysées.
• shak.r_cocktailsminorGTM or Marketing Partner · 22 September 2025Event sponsor for Mermade Hair's Paris brand activation at Galeries Lafayette Champs-Élysées.
• maisonkayserminorGTM or Marketing Partner · 22 September 2025Event sponsor for Mermade Hair's Paris brand activation at Galeries Lafayette Champs-Élysées.
• KlaviyocoreTechnology or Integration · 1 January 2019Mermade Hair adopted Klaviyo's B2C CRM platform in 2019, unifying and optimizing customer data across four regional Klaviyo accounts spanning Australia, US, UK, and EU. The partnership enabled 23% of global ecommerce revenue attribution to Klaviyo in 2024 and drove year-on-year increases in returning customer rates of 9% in Australia, 5% in US, 15% in EU, and 29% in UK.
• White Canvas CocoreImplementation/ SI/ Consulting Partner · 1 January 2019Mermade Hair partnered with growth agency White Canvas Co to unify and optimize customer data across its four regional Klaviyo accounts, supporting the CRM implementation and customer retention strategy.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Regional players

• BondiBoost: Australian-founded haircare brand with a strong social-commerce presence. Comparable trajectory to Mermade Hair — Australian DTC haircare brand leveraging influencer marketing — though focused on haircare formulations rather than tools.

Direct peers

• Drybar: Blow-dry and hair-styling tools brand built around at-home blowout usage. Comparable to Mermade Hair's blow-dry brush and curler ranges, with a similarly content- and influencer-driven brand.
• Remington: Long-standing mass-market hair tool brand covering wavers, straighteners, dryers, and curlers across drugstore, mass, and online retailers — competing head-to-head with Mermade Hair at the lower-to-mid price tiers.
• T3 Micro: Premium hair styling tool brand (whirl, curling, straightening, drying) with a strong design-led DTC presence and influencer-driven marketing — directly comparable to Mermade Hair's positioning in the higher-end of consumer styling tools.
• Conair: Mass-market personal care appliance brand with a large hair-tool catalog and broad drugstore/mass distribution. Comparable to Mermade Hair in product mix and channel exposure (CVS-style retail), though typically at lower price points.
• GHD (Good Hair Day): Professional-grade hair styling tool brand (wavers, straighteners, curlers, dryers) sold through salons and DTC. Direct peer to Mermade Hair in the heat-styling tool category, competing for the same consumer-via-content and professional-channel buyer.
• BaByliss: Mass-market and pro-tier hair styling tool manufacturer (curlers, straighteners, wavers, dryers) sold globally through retail and pro channels. Comparable product portfolio breadth and retail presence to Mermade Hair.

Broad incumbents

• L'Oréal Professionnel: Large multinational hair-care brand spanning haircare (serums, treatments) and professional tools. Comparable to Mermade Hair across the haircare product dimension and global prestige retail presence (e.g. Galeries Lafayette activations).
• Dyson (Beauty): Premium hair dryer and multi-styler player with significant R&D and brand spend, encroaching on the same premium consumer. Sets the upper-bound pricing benchmark that Mermade Hair's M Range competes against.

Emerging players

• Shark Beauty (SharkNinja): SharkNinja's hair-care appliance line competes directly with Mermade Hair in the styling and blow-dry category at premium mass price points, with much larger retail and marketing budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mermadehair
• LinkedInlinkedin.com/company/mermadehair

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mermade Hair