Australian hair styling brand Mermade Hair officially entered the Indian market earlier this year through a strategic partnership with Reliance Retail’s beauty platform, Tira. Founded in 2019 by Tara Simich, Mermade Hair is known for its focus on making professional hair styling accessible at home.
Its breakthrough product — the 32mm Original Pro Waver — gained global popularity for delivering voluminous waves effortlessly. The brand is also known for combining advanced heat technology with ionic ceramic plating, prioritising hair health while delivering professional results.
The brand has grown rapidly since its inception, with a presence in over 40 countries. Beyond tools, Mermade has also expanded into haircare and accessories, offering a comprehensive range that supports diverse styling needs.
In a freewheeling conversation with IMAGES Business of Fashion, Tara talks about the brand’s strategic entry into India and expansion plans ahead.
Excerpts from the chat…
India’s beauty market is dynamic. What specifically attracted Mermade Hair to launch in India at this time, and what opportunities do you see here?
India’s beauty and personal care market is experiencing a transformative shift – not only in its rapid growth; but also in the sophistication and diversity of consumer demand. For us, entering India at this pivotal moment is both a strategic expansion and a natural evolution.
India’s Gen Z and millennial consumers are setting new beauty standards – valuing individuality, efficiency and self-expression. There’s a strong appetite for styling tools that simplify routines while allowing creative freedom.
While haircare is well-established, professional-grade hair tools are still an emerging category in India. We saw a whitespace for premium and accessible tools that bridge salon results and at-home convenience – something we have successfully done in other markets.
India’s beauty community is highly engaged online. From influencers to DIY beauty creators, digital platforms are shaping purchasing behavior. Our strength in influencer partnerships and visual-first marketing aligns perfectly with this landscape.
We are entering India with a hybrid strategy – leveraging both e-commerce platforms and curated retail partners. The agility of India’s retail environment allows us to test, learn and scale quickly.
You mentioned that Mermade Hair ‘fills the gap between professional and home hairstyling.’ Could you elaborate on how your products specifically cater to the diverse hair types and textures found in India, and how this will empower Indian consumers with salon-worthy results at home?
Our core mission is to democratise professional styling. That means designing tools that work with hair – not against it.
Indian consumers represent a wide range of hair textures – from fine and straight to thick, curly or coiled. Our tools are engineered to adapt. Indian consumers are deeply invested in the long-term health of their hair. We have prioritised heat protection and gentle styling across our range.
Beyond products, we are investing in education-led content tailored to Indian hair needs – partnering with stylists and creators who reflect the real beauty of Indian hair. We want our consumers to feel seen, supported and skilled – not just sold to.
How have you strategically priced your products to appeal to the Indian market, considering the diverse purchasing power?
India is one of the most complex consumer markets in the world – not just because of its scale, but because of its layered purchasing power and deeply value-conscious mindset. For us, entering this market meant crafting a pricing strategy that balances premium positioning with real accessibility.
We have positioned our products in what we call the accessible premium segment – a category that’s growing fast in India, especially among urban millennials, Gen Z consumers and beauty enthusiasts who are looking to upgrade from basic tools without paying salon-pro-level prices.
We have collaborated with trusted e-commerce platforms and local retail partners to ensure transparent pricing, EMI options and seasonal offers – all of which are crucial to converting in India’s digitally savvy and deal-driven environment.
Can you delve deeper into the technological advancements in your tools and how they protect hair while delivering desired styles?
One of the standout technologies in our styling tools is ionic ceramic plating.
- Ceramic plates ensure even heat distribution, which prevents hot spots that can lead to localised hair damage.
- The ionic element emits negative ions that counteract the positive ions found in dry or damaged hair. This helps seal the hair cuticle, reduce frizz and lock in natural moisture – leaving hair smoother and shinier after styling.
Every tool features temperature control – allowing users to customise heat based on their hair type and styling needs. Our tools are engineered for rapid heat-up and recovery, so they maintain a consistent temperature throughout styling. We include auto shut-off features, cool tips and heat-resistant handles to make the tools intuitive and safe to use. We are constantly evolving. Our next-generation tools are exploring features like infrared heat technology for deeper, gentler styling.
With increasing awareness of hair health, how does Mermade Hair’s haircare range complement the styling tools?
As the beauty landscape shifts toward wellness and prevention, consumers are no longer viewing styling and haircare as separate rituals. That is exactly where our haircare range comes in.
At the core of our range is the Mermade Mist – a lightweight heat-protective spray formulated to shield hair from temperatures up to 230°C.
Frequent styling, environmental stress and chemical treatments take a toll on hair. Our Repair Mask is formulated with nourishing ingredients like keratin, argan oil and plant-based proteins that help restore strength, smoothness and shine.
What are some of the biggest hair styling trends you see emerging globally?
The global hair styling landscape is evolving rapidly, shaped by technology, shifting consumer values and cultural cross-pollination.
- A shift toward natural, textured, and lived-in hairstyles, celebrating individuality.
- Demand for low-heat, hair-health-centric styling.
- Rising popularity of versatile, multifunctional tools that save time and space.
- Increased consumer focus on sustainability and wellness in beauty tools and ingredients.
How do you plan to market your products in India?
We are partnering with a diverse roster of Indian beauty influencers and hairstylists who authentically represent the breadth of Indian hair types and styling aspirations.
Cultural relevance is key. We are creating campaigns and content that celebrate India’s rich beauty traditions while positioning ourselves as a modern styling essential.
While digital is core, we are also building presence in premium retail and beauty specialty stores to provide tactile, experiential access. We are collaborating with key platforms like Nykaa, Tira and select brick-and-mortar partners to ensure visibility and accessibility.
Tell us about your strategic partnership with TIRA.
As we prepared to enter the Indian market, it was essential to find a retail partner that not only aligned with our brand DNA, but also one that understands the evolving Indian beauty consumer. Tira was the perfect fit.
Much like us, Tira champions inclusivity, accessibility and education – creating a space where consumers can explore, learn and shop confidently.
Our shared vision made an exclusive partnership not only natural, but powerful, especially as we introduce an entirely new styling category to many Indian consumers.
Tira’s strength lies in its omnichannel strategy – combining a strong online presence with physical stores in key metros. Our exclusive entry with Tira is more than just a distribution move – it’s a strategic brand-building play.
Looking ahead, what is your long-term vision for Mermade Hair in the Indian market?
India is a strategic market for our brand. Our long-term vision is to establish Mermade as the go-to destination for hair styling in the country.
Our first goal is to build trust and familiarity by educating consumers about styling tools – many of which are still novel to a large portion of the Indian audience. While our exclusive launch with Tira has given us a premium and curated entry point, we’re looking ahead to strategic channel expansion.
As styling tools gain traction, we plan to collaborate with salons, academies and beauty schools to bring professional-grade education and tools into wider circulation.
Our long-term roadmap includes:
- Smarter and tech-enabled tools with personalisation features.
- Continued investment in sustainable design and low-impact packaging.
- Exploring more accessible price points through mini tools, travel kits or refillable haircare.
