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Founded in 2016 by stylist to the stars Jen Atkins, OUAI (that’s pronounced ‘way’) translates to ‘yes’. Encouraging you to say yes to letting go of unrealistic expectations and embracing imperfections, the brand offers an alternative to the one-size-fits-all approach to hair care. Marrying Parisian luxury with no frill formulas, the collection is filled with targeted solutions suited to all different tress types and textures.



Having made a name for herself within the hair industry during the 2000s, OUAI’s founder, Jen Atkins, fell in love with French hair care philosophy while she was working in Paris with renowned designer John Galliano. This set her on a trajectory to create a brand that was an alternative to the typical ‘one-size-fits-all' approach... OUAI’s stellar line up includes complete collections dedicated to different hair types — from shampoos and conditioners formulated specifically for fine hair, to treatments targeted for thicker tresses. Everything in OUAI’s range is made to ensure your strands are smoother, stronger and healthier.


Having moved to LA when she was just 19, and with only $300 to her name, Jen Atkins was determined to make a name for herself. Beginning her career as a receptionist at Chris McMillan and Andy LeCompte salons in Hollywood, she quickly worked her way up — culminating in her joining the glam team for Madonna’s Confessions World Tour. Once introduced to John Galliano, she joined him in Paris where she worked on countless catwalk shows for the designer. In 2010 she met Kim Kardashian at a Cosmopolitan magazine photoshoot and was quickly asked to join the ‘Keeping Up With The Kardashians’ television show — as the family’s lead stylist. In 2016, with the help of Dr Lamees Hadar, Jen developed OUAI, and changed the hair care industry with her potent, powerful and targeted formulations. To this day, Jen Atkins continues to cut and style hair both in the Middle East and LA.


With iconic hair collections that keep fine, medium and thick strands looking and feeling their best, OUAI has targeted shampoos and conditioners to keep your lengths on their best behaviour. Joining the ranks for better looking locks is a range of highly coveted creams, foams and sprays specially formulated to keep curls and waves looking bouncy and defined.