OUAI Haircare | www.sephora.co.uk

OUAI (pronounced “way”) was founded in 2016 by celebrity hairstylist Jen Atkin, who set out to make haircare easier with effective, no fuss products. After working with some of the world’s most photographed clients, she knew people wanted professional results without complicated routines. OUAI launched as a response to overhyped products that didn’t deliver, offering a tight edit of essentials built on Jen’s “function over fluff” philosophy. The formulas pair quality ingredients with signature scents, creating products that work and feel good to use. From the start, the brand focused on transparency and a relatable, friend to friend tone rather than aspirational marketing. Today, OUAI continues to treat haircare as a lifestyle - prioritising multitasking staples that deliver maximum results with minimal effort.

OUAI makes choosing your shampoo and conditioner simple. Each formula is designed for a specific hair type so you get exactly what your strands need without the guesswork.

- Fine Hair Shampoo & Conditioner – Adds lightweight volume and softness with Keratin, Biotin and Chia Seed Oil.

- Medium Hair Shampoo & Conditioner – Delivers balanced hydration, shine and smoothness using Babassu Oil, Coconut Oil, Biotin and Kumquat Extract.

- Thick Hair Shampoo & Conditioner – Deeply hydrates and smooths thick or frizz prone hair with Keratin, Marshmallow Root Extract, Shea Butter and Avocado Oil.

- Detox Shampoo – Uses Apple Cider Vinegar to remove product build up and impurities for a fresh, clean scalp.

Yes, OUAI products are suitable for curly and textured hair. The brand offers several products specifically designed to work well with curls and textured hair types:

Wave Spray - Enhances natural texture and adds definition to curls and waves.

Leave-In Conditioner - Provides moisture and detangling for curly hair, which tends to be drier.

Hair Oil - Helps seal in moisture and reduce frizz, which is especially important for textured hair.

Air Dry Foam - Designed to enhance natural texture while reducing frizz as hair dries.

Detox Shampoo - Great for clarifying curly hair without stripping essential moisture (use weekly, not daily).

Thick Hair Shampoo & Conditioner - Work well for those with dense, textured, or curly hair.