1 week Ago By [email protected] (Sofie Jackson)
A young entrepreneur who "comes from no money" has created a popular men's hair product range at just 22 years old. Josh Miles, 22, was inspired to create Ace of Waves because he believes good hair can make men feel more confident in their looks. The result was a UK-made, vegan and cruelty-free product range with rave reviews.
He was raised by his grandmother in Rutland Street in the East Marsh area of Grimsby. After running a successful hair-care TikTok account, Josh launched the brand - with everything from the marketing and graphic design done solely by himself. Josh said: "I released it in December 2024 and it had a slow start because I made a new TikTok account for the brand and, at first, it was only doing 2,000, 3,000 views.
I didn't know how to promote it very well. "After I started to get the hang of it a bit more and learn what my customers and audience want, about three months into the business about February 2025 is when it really started to pick up and videos were getting millions of views online on TikTok and Instagram. It's been flying ever since.
Josh even designed the logo himself (Image: Josh Miles) "It has already taken over my original job and is taking up a lot of my time. It has really lifted off. I have shipped orders out all over the world.
I even had an order from Israel, which is pretty crazy." Josh said it took long days to get where he is, and he insisted on doing all the work himself. He said: "From an outsider perspective, people might think, 'Oh he just got lucky with it'.
"But I have spent hours and hours sat at my laptop making the website, designing the product, finding the best manufacturer for what I want, designing the logo, I had to learn how to do graphic design myself, all of the content creation." Describing his childhood, he said he lived with grandmother in Rutland Street and they had to get by on benefits. "I come from no money, basically," he said.
Keep up to date with all the latest breaking news and top stories from Grimsby with our free newsletter He added: "I struggled when I was younger with getting the right hair cut. My nan used to tell me my hair cut was amazing, but it wasn't - it was awful. I eventually got a better hair cut and just looked loads better.
"I feel like more lads, if they took care of themselves a bit more, they'd feel a lot more confident. Nowadays, what a lot of younger lads lack is confidence.".
