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.

Tips for Curly Hair: The Leave-In Conditioner and Hair Oil are particularly popular among those with curly and textured hair because they provide the extra moisture and frizz control that curls need. Many people with curly hair use the Wave Spray on damp hair to enhance their natural curl pattern, then finish with the Hair Oil to lock in moisture and add shine. That said, curly hair varies widely from person to person, so you might want to start with one or two products to see how your specific hair type responds before building a full routine.

OUAI's Detox Shampoo is a clarifying treatment designed to deep-clean your hair and scalp by removing buildup from styling products, hard water minerals, pollution, and excess oils that regular shampoos might leave behind.

How it works: The formula uses Apple Cider Vinegar as its key ingredient, which helps to break down residue and restore your hair's natural pH balance. It also contains Keratin to strengthen hair and Hydrolysed Proteins to help protect against damage during the clarifying process. The chelating agents in the formula bind to mineral deposits and impurities, lifting them away from your hair shaft and scalp, leaving your hair feeling refreshed and reset.

How often to use it: For most people, once a week is ideal. If you use a lot of styling products, dry shampoo, or have hard water, you might benefit from using it twice a week. However, if you have very dry, damaged, or colour-treated hair, you might want to use it less frequently – perhaps once every 10-14 days – to avoid over-stripping your hair's natural oils.

OUAI's most beloved products have achieved cult status for good reason – they deliver professional results while making your hair routine feel like a luxury experience. The Wave Spray is perhaps the brand's most iconic product, loved for creating effortless, textured beach waves without the crunch or stickiness of traditional sea salt sprays. It works on virtually every hair type and smells incredible, making it a go-to for that "I woke up like this" look.

The Hair Oil is another bestseller, praised for its lightweight formula that adds shine and tames frizz without weighing hair down – people love that just a few drops transform dry ends and can be used on both damp and dry hair.

The Detox Shampoo has a devoted following for its ability to remove buildup from dry shampoo, hard water, and styling products, leaving hair feeling completely refreshed and clean. Many users say it's like a reset button for their hair.

The Leave-In Conditioner is celebrated for its multitasking abilities – it detangles, protects from heat, and adds moisture without making hair greasy or limp. What ties all these favourites together is that they actually work as promised, smell amazing (OUAI's signature fragrances are practically legendary), and fit seamlessly into busy lifestyles. People also appreciate the chic, minimalist packaging that looks beautiful on any bathroom shelf.

Essentially, OUAI products have become staples because they deliver salon-quality results with minimal effort, proving that great hair doesn't have to be complicated.

OUAI fragrances are long-lasting, typically lingering in your hair for several hours after application, though longevity varies depending on the product type and your hair's porosity. Many users find the fragrance noticeable throughout the day, especially when moving their hair or in close proximity to others.

How the different OUAI scents compare: 
North Bondi - Fresh, beachy, and citrusy with notes of Bergamot, Italian Lemon, and Rose. It's bright and clean, evoking a seaside escape. This is often considered the most universally appealing and "classic OUAI" scent.

Melrose Place - Floral and romantic with notes of Lychee, Cedarwood, and White Musk. It's softer and more feminine than North Bondi, with a slightly powdery finish that feels sophisticated and elegant.

Dean Street - Warm and sophisticated with notes of Violet, Magnolia, and Musk. It's the most complex and "grown-up" of the three, leaning slightly masculine or unisex with a deeper, woodier character.

Rue St. Honoré - Sweet and gourmand with notes of Gardenia, White Musk, and Jasmine. It's the most indulgent and sensual, with a creamy, almost luxurious quality.

The scents are generally considered sophisticated rather than overpowering, designed to complement rather than dominate your personal fragrance.

OUAI brings effortless luxury to every routine with its Leaping Bunny–certified cruelty‑free formulas, delivering high‑performance haircare and body care you can feel good about. With chic scents, elevated ingredients, and a growing selection of vegan‑friendly options, OUAI makes modern, mindful beauty both accessible and undeniably stylish.

Yes, OUAI products work beautifully on colour-treated and damaged hair. In fact, many of their formulas are specifically designed with these concerns in mind. The Repair Shampoo and Conditioner are perfect for damaged, colour-treated hair, helping to strengthen and restore while being gentle enough to preserve your colour. The Hair Oil is also excellent for adding moisture and shine to processed hair without weighing it down. OUAI formulas are free of sulphates and parabens, which means they're gentle on colour and won't strip your hair. Products like the Leave-In Conditioner provide extra protection and nourishment that colour-treated hair often needs.

The brand's philosophy of "function over fluff" means each product is formulated with high-quality ingredients that actually repair and protect, rather than just mask damage temporarily. If your hair is particularly damaged from colouring, bleaching, or heat styling, we would recommend starting with the Repair line and incorporating the Hair Oil or Leave-In Conditioner for added moisture and protection.

OUAI gets it – no one has time for a 12‑step hair routine. And honestly? You shouldn’t need one. What we love is how the brand cuts through the noise with products that actually perform, smell incredible, and look effortlessly chic on your shelf. Every formula is multitasking and easy to use, made for real life and real schedules - but still delivers that “just left the salon” finish.

And the scents? They turn your shower into a full-on spa moment, thanks to OUAI’s signature fine‑fragrance blends. What also sets OUAI apart is its refreshingly honest, friend‑to‑friend approach. No gatekeeping, no confusing jargon - just the same pro‑level essentials Jen Atkin uses backstage, dressed in bottles you’ll want front and centre.

Whether it’s the cult Wave Spray for instant, beachy texture, the Detox Shampoo that hits reset on product build‑up, or the universally loved Hair Oil, OUAI proves that luxury haircare can be simple, effective, and seriously satisfying.