Beauty, celebrity

Discovering the OUAI to everyday effortless hair

OUAI post on

The Creator

Jen Atkin is the woman behind the OUAI brand. let me just leave that there a moment. We’re talking about the person who’s styled hair for the likes of  Jennifer Lopez, Gwen Stefani, Emma Stone, Sofia Vergara, Jessica Alba, Kim Kardashian, Cindy Crawford, Katy Perry, and Christina Hendricks and worked with designers and models inlcuding Louis Vuitton, Alexander Wang, Chloe, Alexander McQueen, Lanvin, Marchesa, and Christian Dior.

She works in beauty, print, film, music video, runway, red carpet, celebrity, and advertising. Her creations are covered by Vogue, Elle, InStyle, Esquire, Nylon, Allure, and W Mag and photographers Annie Leibovitz, Ellen Von Unwurth, Rankin, Warwick Saint, Walter Chin, and Patrick Demarchelier.

I’d say that’s a pretty good measure in anyone’s book of what makes someone experienced, stylish, relevant and generally in the best position to produce a fabulous hair care range!

The Concept

I’d been searching for a way to capture the essence of what the OUAI brand is about and then found this on the brand’s about page – “A brand that looks dope enough to Instagram, but epic enough to actually get the job done? Yes OUAI.” For those of you who have an aversion to the strapline and sound bite approach here’s a little more.

Jen Atkin was in that place that all women have found themselves in. You’ve tried everything, you’ve asked all your mates and yet you just can’t find exactly what you need to make your hair look and feel how you want it to. The difference (or one of the differences) between her and us is that she’s done something about it!

OUAI haircare is a range of luxury products that are simple, affordable, and classic. They’re also easy to use and Jenifer’s aim has been to replicate what happens backstage at a fashion show  and make it easy for us all to do our hair in 15 minutes and look fabulous!

The Products

The range caters for all hair types and covers daily care, styling, treatments and travel sizes. I selected four products to trial which were the Repair Shampoo (£22) and Conditioner (£20), the Treatment Masque (£25) and the Finishing Crème (£20).

  • The Repair Shampoo is designed to replenishes moisture and to strengthen hair that’s prone to breakage to leave hair stonger and shinier. Also to protect colour it’s free of parabens and sulfates and isn’t tested on animals.
  • The Repair Conditioner is a potent hydrator to feed damaged hair without adding weight. It aims to give you nourished healthy looking hair and again it protects colour and is free of parabens and isn’t tested on animals.
  • The Treatment Masque comes in sachets that give you just the right amount of product each time It’s described as a restorative healing mask formulated to repair damage in minutes and to leave your hair soft and smooth after just one treatment. Ingredients include Artichoke Leaf Extract to seal the cuticle and protect hair from future damage. And you guessed it it’s free of parabens and there’s no animal testing.
  • The Finishing Crème Described as lotion for your hair it’s a lightweight crème to protect your hair from styling and to smooth dry ends. It’s designed for fine-medium and gives a light-reflective shine. It’s … already know the rest haha!

The Experience

I’ve been using my selection of OUAI product over the last few weeks. The and I’ve been considering how they work as a total package. My hair is very over processed and dry at the ends so it really needed all four products to get the promised result on the first use. However the masque worked it’s magic in minutes and I’ve found that I don’t need to use it on every wash as it’s effects lasted on through several washes. I tend to use the finishing every day between washes to to tame flyaways and I’m really pleased with the over all outcome when using these OUAI products as part of by hair care “ritual”. Oh and  I agree that they’re instagrammable too!

Let me know if you’ve tried OUAI  I’d love to hear what you think!


This post contains PR samples and affiliate links





2 thoughts on “Discovering the OUAI to everyday effortless hair”

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.