OUAI 

OUAI (pronounced ‘way’) means yes. Yes to letting go of unrealistic expectations and embracing imperfections. Founded in 2016 by celebrity hair stylist Jen Atkins, she set out on her mission to offer an alternative to the industry’s one-size-fits-all approach. Her stellar {hair care} lineup includes a whole host of {shampoos}, {conditioners} and {hair treatments} that target all hair types. But they all have one thing in common – smoother, stronger and healthier strands are a given.

A ‘OUAI’ OF LIFE

After struggling to find a hair care brand she and her friends could relate to, Jen Atkins founded OUAI. She made it her goal to create a range of salon-worthy formulas that would transform locks, without the time-consuming styling and treatments needed to make it happen.

FORMULAS MADE FOR YOU

Their iconic hair care collection keeps fine, medium and thick strands on their best behaviour, with shampoos and conditioners that target each hair type. And more recently, the brand have launched a range of highly-coveted creams, foams and sprays to keep curly and wavy strands in place.

CRUELTY-FREE

OUAI are a cruelty-free brand. They don’t test their products on animals or sell in any countries that require animal testing either.