First things first, let's get the pronunciation correct.....OUAI, pronounced WAY, means yes.



Ouai has only been on the scene for a little over a year now, and it has quickly become a staple in many women's haircare regimes.  It was created by the famous celebrity hairdresser Jen Atkin.  She is a total girl's girl, and so friendly and relatable (if you don't follow her on Snapchat, you should....!).  When you meet her, she immediately makes you feel included in her world, and somehow you feel like you've been connected for years.  I have to say Jen and I have a funny connection, both being hairdressers from small towns in Utah, and raised in the Mormon community.  When you find someone that grew up in the same culture and state as you, you immediately have a lot to chat about.  (....and we both undoubtedly believe some of the most talented hairdressers we've seen come from the state of Utah, and we aren't biased at all.....!)  I also some how always get told that we could be sisters.....I don't know!  Do we look alike?  Is it our hairstyles, or what?!  Here's what Jen has to say about creating her line:

Haircare has become so serious. With OUAI, I wanted to create a “breath of fresh hair”—a line for real life, for real women. Luxury products that are simple, affordable, and classic in a world full of loud noise. I didn’t want to work with a giant haircare company or make those elaborate, unrealistic advertising campaigns. I was lucky to partner with investors who understood my vision and collaborate with industry experts in design and formulation.

Lets get real. Women are busy! Backstage at fashion shows, we did the models hair in 15-20 minutes. I’m here to help every woman achieve the same at home. I know the OUAI girl. She works hard and wants to have fun. She is grounded, effortless, smart, and cool.

I have gotten to play with some of the products in her line, and have been very impressed with them.  Chic, simple packaging, amazing fragrance, and performance wise, it does what it's intended to do.  That's all we need in great haircare, right?  Using something and it actually delivering what we want is the goal!

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Here's what I've used so far: CLEAN Shampoo & Conditioner, the Wave Spray, and the Dry Shampoo Foam.  I have also played around with a few other products when I'm getting Rachel Zoe ready in her bathroom, but haven't used them personally on my hair to give my full review.


Let's start with the CLEAN shampoo and conditioner.  If these have become my new go-to in the shower, you know they are amazing.  As you know, I get sent A LOT of great brands to try, so if it's a product that I want to continually use, you know it's got to be great!  These two were created for all hair types.  The shampoo is detoxifying and enhances shine, and gets a great lather.  User tip: when using concentrated shampoos like this one, you actually want to make sure you add more water.  That will move the product around and give you lots of amazing foam.  The shampoo and conditioner are infused with Ouai’s unique Smart Technology Complex™.  The conditioner is really hydrating and helps protect the cuticle for smoother, more manageable hair.  Both are free of parabens and sulfates.  My hair has been noticeably shinier since using these, and I have had a lot of people comment.  I also am OBSESSED with the fragrance and how my hair smells after using.  They nailed it!  I would be excited to try some of their deeper conditioners, considering how hydrated my hair feels with the daily conditioner.


The Wave Spray makes WAVES!  Yes it actually works!  I am a girl with basic, boring straight hair.  If you saw me fresh out of the shower with air-dried hair, you'd understand.  I have to create the texture you see in my hair: otherwise it's flat, straight, and boring.  Yes, I know.... we want what we don't have so I'm sure a lot of you would say I'm lucky.....all I've ever dreamed of is to have some of that natural cool-girl waves on it's own.  I don't.  Luckily, Ouai made a product that will do that for me!  The wave spray helps create waves, it gives volume, and a light texture.  Infused with rice protein to add hold and memory for that perfect beachy look, this feather-light spray gives hair natural wave and body without any dryness or crunch.  I've used it both on wet hair with an airdry, and on my already dry, styled hair.  It works for both.  When using it wet, I'd suggest spraying it and scrunching it in your hair, and then not touching it and letting it dry on its own.  Once it's dry, you can shake it out a bit and maybe add a few more sprays through the ends.  On my styled hair, I like to add it if my curls are looking too "done or pretty", because I like the texture it gives my hair.  It's also fabulous for second or third day hair, especially with how delicious it smells.

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Lastly, the most innovative product I've seen in a long time.....the Dry Shampoo FOAM.  When I got this I was a little scared to try....but trusted the process.  I love me some dry shampoo's, but never have seen a foam version.  It will literally be your new best friend.  It's like having a shampoo, without having to get your hair wet!  Here's how it works.  It comes out like a foam, and I usually put about a golf ball sized amount in my palms.  I like to disperse it gently in my hands without rubbing too much, and then flip my head over and put it directly through my roots.  It's different because it feels wet when you put it in your hair, but as you rub it through it dries down into an amazing texture that literally absorbs the oil in your hair.  It refreshes, gives back some volume, and also makes an amazing texture that makes your hair feel fuller.  The smell is awesome, which comes in handy if you are using on dirty hair that has maybe seen some time in the gym.  User tip:  don't tip the bottle upside down to disperse the product.  I tried that and it clogged it up.  Only use the bottle while it's upright.


So far that is what I've tried from the line, and I love.  I know there are some hair supplements that I want to get my paws on, and I'm excited to continually introduce some new things from this line into my regime.  I would say based on my experience with the things I've tried, you could confidently purchase based on your hair needs, and know it will do the trick!  It's at a great price point, so it's accessible for many to try.  Cheers to real life hairdresser creating products for real women, because we all want to look cool and chic with the least amount of effort possible..... YES OUAI!  Xx [show_shopthepost_widget id="2569588"]