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About the Brand

"OUAI MEANS YES, IN THAT CASUAL, PARISIAN WAY. IT’S ABOUT SAYING YES TO REAL HAIR FOR REAL LIFE. AND TO LOOKING CHIC, NO MATTER HOW MANY FOLLOWERS YOU HAVE."


The OUAI to good hair starts from within. Follow our “prescription” and boom—#HAIRGOALS. No glam squad needed.

Our shampoos and conditioners are sulfate-free and employ smart keratin to repair and improve hair strength. Even our styling products are designed to nourish hair and bring out its natural beauty.

We believe that life is hard and looking good should be easy. We’re giving you realistic goals that you can actually achieve—with quick how-to videos, so you’re always ready for that selfie situation.

Ouai

OUAI Haircare, founded by Jen Atkins, is a professional hair stylist who has a string of celebrity clients to her name including the Kardashians, Gigi Hadid and Gwen Stefani. Jen's idea for OUAI is to give your hair "a breath of fresh hair", which has now become a cult choice for many, with products such as the Texturizing Hair Spray, Dry Shampoo Foam and Clean Shampoo taking centre stage and becoming a staple in many people's hair care routines. Jen's idea was to bring you luxury haircare, without the pricetag.

Formulated without harsh chemicals, and using only the very best ingredients, each product has the same divine fragrance; perfectly created to layer into your hair and infuse it with a scent that lasts and creates the perfect texture for that instargammable  look.