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    Taking effortless, modern haircare to a whole new level, Ouai is a casual Parisian flourish on the word for 'yes', making it the perfect moniker for a brand that specialises in stylist free glamour. With a range of shampoos, conditioners and styling products that are all sulphate free, Ouai uses keratin to repair hair and bring out its natural beauty. Designed by celebrity hair stylist Jen Atkin, it prides itself on producing results worthy of real life, every day wow-factor with a photo finish.

    Behind OUAI

    The brainchild of celebrity hair stylist Jen Atkin, OUAI is the culmination of her global experience and is based in Beverley Hills. A self-confessed “confused and over-stimulated consumer” herself, her goal was to create a haircare brand that cut through the fuss to deliver a “breath of fresh hair”, nourishing hair and improving strength to bring out its natural beauty. Products are sulphate-free and use a unique smart keratin formula to make looking good easy. It’s a high-style, minimum effort brand designed to take the stress out of haircare; a line for real life and real women.


    With names like Khloe Kardashian, Kylie Jenner and Chrissy Teign clamouring at her door, Jen Atkin founded OUAI because she struggled to find a hair care brand that she identified with. Inspired to create something for the girl who works hard and wants to have fun, who’s grounded, effortless, smart, and cool, she used her minimalist style and global experience, Atkin’s goal was to help women achieve model hair in 15-30 minutes at an affordable price, and the result was OUAI!

    Smart Keratin Technology

    Smart Keratin technology is at the heart of the OUAI products, working to repair damaged hair by replenishing moisture and smoothing strands from the cuticle for silky, strong locks. The sulphate free formulas let curls stay curlier and colour treated hair stay coloured longer, and are also better suited to anyone with allergies. The combined result is a high-quality product that won’t leave build up in your hair, and works to improve its actual health and manageability, rather than literally just putting a gloss on it.

    For Everyday Life

    Key to the central pillars of OUAI was Atkin’s desire to create a brand that allowed for realistic haircare goals for real people and real life. As a result, the formulas are easy and enjoyable to use, even when you have a limited amount of time. Whether it’s using the foaming dry shampoo before you whizz out the door, or giving hair a spritz of wave spray for an effortlessly chic, undone kinda look in the evening, OUAI is about giving you the tools for easy haircare without compromising on red carpet style.

    Jen Atkin