Abi Reid & Merwave

From product idea to business responsibility.

Merwave began with a practical problem. Abi Reid struggled to find products for wavy hair; most were too heavy, routines too complex, and results inconsistent. “There was nothing built specifically for wavy hair,” she explains. “It was always treated as an afterthought.” The real need wasn’t just more options, but better ones, lighter formulas, simpler routines, and products made for waves, not curls. That’s where Merwave came in. As Merwave grew, Abi’s role changed. She went from doing everything herself to leading a team and caring for customers who believed in the brand.

She views this change as a key part of her journey, demonstrating that leadership often begins by addressing one's own challenges. From product idea to business responsibility Merwave’s growth may appear steady from the outside. Internally, Abi describes it as a gradual build up of responsibility rather than clear milestones. “It’s not only about launching products or hitting targets,” she says. “You’re making decisions that affect people, not just performance.”