"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."