Grimsby man, Josh Miles, proves that age is just a number as he propels a men’s haircare brand to global success at a mere 22 years of age. Originally from the East Marsh area and brought up by his grandmother, Josh’s rise from humble beginnings to business triumph is truly motivating. Through his brand, Ace of Waves, he is proudly UK-based, vegan, and cruelty-free, earning rave reviews from customers.
Josh’s initial dive into the haircare sector started on TikTok, where he shared haircare tips. From this modest start, he expanded to establish his own brand. Even though the start was sluggish in December 2024, his determination bore fruit. By February 2025, his captivating content was accessed by millions across Instagram and TikTok, launching his brand into international fame.
Josh reflects on his journey, sharing, “It’s surreal to see how far we’ve come, including shipping orders to places as far as Israel.” His success hasn’t come on a silver platter, with Josh devoting many hours to get well versed in every facet of his business, from graphic design to marketing strategies. He firmly maintains, “While people might think it’s all down to luck, it has involved serious hard work.”
Drawing from his childhood experiences, Josh reminisces, “Growing up, we lived on benefits, and I had my own struggles with hair confidence. However, finding the right style transformed everything. I’m committed to helping others achieve this level of confidence.”
Josh’s remarkable journey serves as a beacon of determination, self-belief, and the power of investing in oneself for future success and confidence.
