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Many women don’t realise they have naturally beautiful waves, often putting it down to their hair just being unruly or wild.

Curlsmith’s new Effortless Waves product is helping change that and getting women to embrace their curls for the first time.

We picked five real women, and gave them an editorial style photoshoot, showing the exact moment they realised they were ‘wavy’ — and how ‘wavy’ hair isn’t something to shy away from.

The campaign about waves made some waves. Read the headlines, RetailTimes, MarketingBeat, AdsOfTheWorld, AdsOfBrands.

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