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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 – pronounced just as ‘oui’ (meaning ‘yes’) in French – is founder Jen Atkin’s way of helping us to say yes to beautifully nourished and strengthened hair. In 2016, the former Kardashian hairstylist vowed to offer a better alternative to the ineffective haircare products she often saw her clients using and produced her own range of shampoos, conditioners, masks and oils that would revive locks back to selfie-ready glory.

Before launching her brand, Atkin’s expertise as a stylist, her personal experience, and her conversations with social media followers about all things told her that there were three main types of hair – thick, medium, and fine. She soon understood that there was no ‘one fits all’ solution for these different types, and launched a shampoo and conditioning duo to target each complaint individually.

All OUAI products have one thing in common, they all aim to revitalise strands with hydrolysed keratin. The range of products never includes sulphates or harmful chemicals that can damage hair. Strengthened hair is then deeply nourished and fragranced with luscious ingredients such as avocado oil.

We’re official UK stockists of OUAI."