Footage of Khloe Kardashian curling her long blonde locks with a clever Australian product has seen the haircare brand generate 11 times its usual sales in a single day.
Founded in 2019 by Perth businesswoman and mother-of-two Tara Simich, 31, Mermade Hair now boasts 260,000 Instagram followers and a string of celebrity fans including fitness queen Tammy Hembrow and PR guru Roxy Jacenko.
On Saturday Ms Kardashian used her 32mm PRO waver device ($89) to fashion a crimped hair look the likes of which wouldn’t be amiss on a high fashion catwalk.
‘I am so excited to show you guys the Mermade Pro waver. Now I see this on my explore page, my friends that use it all the time, and I am so excited to show you guys just how easy it is,’ she said at the start of the tutorial.
Footage of Khloe Kardashian curling her long blonde locks with a clever Australian product has seen the haircare brand generate 11 times its usual sales in a single day
Perth mother-of-two Tara Simich (left) founded Mermade Hair in 2019 and now has 260,000 Instagram followers
‘I am not the best at doing my hair so I like really easy simple tools and that’s what I’m about to show you guys.’
She starts by placing her hair inside the tonged apparatus, lightly pressing down in section to create a dent, or ‘crimp’, in the hair.
‘If you want it to look wavier you simply hold it down for longer,’ she said. ‘If I can do this, anyone can do it’.
The ‘PRO waver’ claims to twist hair of every length into ‘lush, bouncy waves’ with three over-sized ceramic barrels coated in a protective film, which are less damaging than other heated tools on the market.
The new ‘PRO Waver’ from Mermade Hair promises soft, wavy locks in less than 10 seconds (Hailey Bieber pictured)
Suitable for all hair types – straight, wavy, curly and coiled – the gadget works its magic by clamping down on hair, holding it across the barrels and sealing soft waves into every strand
The tool, which is available online from the Mermade Hair website, has four power outlets compatible with most regions and can be shipped worldwide.
Suitable for all hair types – straight, wavy, curly and coiled – the gadget works its magic by clamping down on hair, holding it across the barrels and sealing soft waves into every strand.
A heat-proof handle protects hands from burning no matter how long you spend on your hair, while a long-hold power button prevents you from accidental switch off – a common problem with traditional curlers.
The high-grade ionic barrels seal the hair to protect it from burning, as well as eliminating frizz, enhancing shine and locking in moisture.
The brand has a string of celebrity fans including fitness queen Tammy Hembrow (pictured) who promotes its hair tools on Instagram
The ‘Pro Waver’ is an upgrade of the original curler from Mermade Hair, which first made waves (literally) for its products ability to transform even the straightest locks into ‘mermaid’ style curls in seconds.
The first ‘Mermade Hair Waver’ launched in Australia in August 2019 and sold out just hours later as women rushed to recreate the soft, cascading locks made famous by Kim Kardashian.
So swift was the sell out that the tool was said to have ‘broken the internet’ – the phrase used to describe the impact of Kim’s iconic Paper magazine cover from November 2014.
The first ‘Mermade Hair Waver’ launched in Australia in August 2019 and sold out just hours later, as women rushed to recreate the soft, cascading locks made famous by Kim Kardashian
The image, which saw the reality star balance a champagne glass on her famous behind with the tagline ‘Break The Internet’, sparked a flood of coverage and commentary at the time.
Kim later started the trend for flowing ‘mermaid’ style hair, which continues to be leading trend among women worldwide.
Kardashian’s hair stylist Chris Appleton previously revealed how he creates the look in a post on the star’s app, saying it is key to go for ‘extreme length and textured ends’.
The original Mermade Hair tool (pictured) has three ceramic barrels that reduce frizz and flyaways, a heat protectant glove, a swivel cord for easy handling and automatic shut off
‘We kept the hair super wavy with a crimp like texture, giving us that mermaid vibe,’ he said, before launching into an easy-to-follow three-step tutorial.
Appleton started by enhancing the hair’s natural waves with $26 Bumble and Bumble Surf Spray and twisting small sections with his fingers before letting the hair dry.
He then wrapped each section around a curling iron, changing direction as he moved down the hair for a natural effect.
To finish the look, the award-winning stylist added shine with $51 Bumble and Bumble Hairdresser’s Invisible Oil Dry Oil Finishing Spray.
Appleton revealed he is also a fan of Color Wow’s Dream Coat for Curly Hair, a $24 budget buy that creates shiny, frizz-free curls.