101 GUIDE TO OUAI
Loved for the signature off-duty looks she creates for her clients, Jen Atkin has funnelled her flair into OUAI (pronounced ‘way’): simple, modern hair care that is next-to-effortless.
“I’m a minimalist” says Jen, “and I wanted to strip back the concept of shampoo and conditioner; to offer customers an effortless way to care for their hair – whether fine, thick or somewhere in-between.”
Intrigued? Whether you’re brand new to OUAI or already devoted, here’s everything you need to know.
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- The OUAI Backstory
- The OUAI Philosophy
- The OUAI Philosophy
- How To Find Your OUAI
OUAI's Icons THE OUAI BACKSTORY
THE OUAI BACKSTORY
Renowned for tousling the lengths of Kim Kardashian, Gigi Hadid and Gwen Stefani (to namedrop a few), Jen’s signature look can be summed up as ‘French girl’ dishevelment. Everyone clamoured to copy her bedhead aesthetic, and with the firm belief that ‘luxury is accessibility’, Jen distilled her ethos into elevated, easy-to-use haircare basics.
Created to cut through the industry noise, the resulting collection of shampoos, conditioners and styling staples looked cool, smelled incredible, and worked hard. OUAI – named after the casual, slang pronunciation of Oui – was the key to achieving the perfect Parisian ‘done-undone’ look.
“So many ranges are solution-focused, but what if you have multiple hair concerns? Selecting the ‘right’ product can be so confusing and for me, too many choices can be overwhelming.” says Jen, who deliberately made the range texture-focussed. Fine, Medium or Thick – that's it – supplemented with the styling products needed to achieve your chosen finish (in just 15 minutes).
THE OUAI PHILOSOPHY
The key to groomed insouciance, OUAI is essentially skincare for hair – boasting nourishing ingredients, heavenly fragrances (now available as Eau de Parfums) and a generous helping of je ne sais quoi. The sensory experience is integral to product development – every shampoo, masque and finishing mist smells amazing – while simplicity is critical. Jen wanted an easy-to-navigate line; a luxe spin on back-to-basics haircare – which is why everything, from scent to texture, feels indulgent.
Tuned in to what people actually want, Jen pays attention. “My inspiration always comes from the DMs, comments and emails we receive from our community.” says Jen. “One thing that we discovered while we were crowdsourcing was that every person has multiple hair concerns. For example, you may colour your hair – but that doesn’t mean you don’t also want volume, nourishment, shine... the list goes on, right?” Which is why Fine, Medium and Thick were developed with the finest ingredients to address as many needs as possible – laying strong foundations for the following styling steps.
There’s also a focus on choosing the finest clean extracts and finding fresh ways to reduce the brand’s environmental impact. The majority of the bottles and caps are completely recyclable, and much of the packaging is made from at least 20% PCR (material recycled from existing bottles/plastics).
Many of the hair and body products are also now refillable. “This was a really exciting step for OUAI. I took a trip to Japan and was really influenced by how advanced everything seemed – in MUJI they had these enormous refillable pouches – so emulating that was a no-brainer. You can buy three bottles’ worth of OUAI in one pouch and decant it into the original bottle you buy. A major climate-conscious step for us – and hopefully just one of many more eco-friendly solutions.”
HOW TO FIND YOUR OUAI
Jen says “to make it really simple, take a single strand of hair between your fingers and if you can’t feel it, it’s fair to assume you have fine hair. If you feel the hair slightly – you're Medium – and if you can play tug-of-war with the strand, then it’s thick. There are so many things to consider – how your hair responds to heat, whether it tangles easily, if it tends towards oily, and so on – but the touch test is usually accurate.”
The Fine Hair range is rich in biotin (vitamin B7) to fortify each follicle and help prevent breakage. You’ll also find chia seed oil which provides weightless body, so fine hair feels fuller.
The Medium Hair range is enriched with kumquat fruit extract – a rich source of vitamins A, B and C – to amplify shine, while coconut oil works to ward against split ends.
And finally, the Thick Hair range delivers deep cleansing benefits; generating loads of lather to banish dirt and buildup, while shea butter and avocado oil combine to ‘shrinkwrap’ strands – locking in moisture while sealing the cuticle for mirror-like shine.
OUAI's ICONS
With a world beyond haircare, there’s OUAI more to fall for. Don’t limit yourself to shampoo and conditioner (although the brand’s Detox formula is non-negotiable – perfect for a deep, fortnightly cleanse).
Indulge in an escapist scent – North Bondi Eau de Parfum is an antidote to S.A.D. with its invigorating notes of lemon, bergamot and apple blossom – or try the bestselling St. Barts Body Cleanser and Crème, which smell like a spell on the paradise isle with a heavenly medley of dragonfruit, musk and neroli.
The Curl Crème is essential for those blessed with waves, coils or curls – easing detangling and enhancing definition – while the Leave-In Conditioner offers a boost when your lengths need additional nourishment.
Cult Beauty’s Content Editor and a Cult Beauty OG, Verity loves nothing more than the marriage of language and lip balm. A quintessential Libran, she’s a self-professed magpie for luxury ‘must-haves' and always pursuing the new and the niche — from the boujee-est skin care to cutting-edge tech. Balancing an urge to stop the clock with her desire to embrace the ageing process (and set a positive example for her daughter), Verity's a retinol obsessive and will gladly share her thoughts about the time-defying gadgets, masks and treatments worth the splurge...
