2019 comes with so much promise already – the launch of the coolest new haircare label, Ouai, is proof. Pronounced ‘Way’, a kind of slang word for the French word ‘Oui’, the brand was founded by Jen Atkin, hairdresser to stars Chrissy Teigen, Jenna Dewan Tatum, and just about every member of the Kardashian-Jenner family.
Ouai is all about real women with real hair goals. All about effortless style, the label focuses on “looking chic, no matter how many followers you have”. It is targeted at millennials with modern ideals, for whom luxury is about being real and having access to the best in the business.
The popularity of the label is in equal parts due to its effective products, millennial messaging, slick, fuss-free packaging, and of course, it’s huge Instagram following. All its shampoos and conditioners are sulfate-free and work with smart keratin to repair and improve hair strength, and the very popular styling products focus on nourishing hair from the roots to the tip without causing any damage. Atkins is social media savvy, and knows how to work fun into luxury.
The product range is both vast and interesting. For the everyday use, you have the Smooth, Repair, Volumize and Clean range, which replenishes moisture and lifts strands to hair happiness. There are also treatment products that look at maintenance – leave-in conditioners, hair oils, and scrubs that not only exfoliate and deep cleanse but also smooth frizz and protect hair damage from heat. The smartest ones from the label are those that come with multiple benefits from the Styling Section – air dry foams, curl jellies, and wave sprays (your shelfie will look the same again). Another big reason the brand commands a chunk of your closet space is the Ouai merch – there are Ouai slippers, metal pins, pill boxes and special tees; there’s even a hat that features the word ‘Ouaisted’. The how-to videos that the label provides are also fun – Low-bun like Meghan Markle made our day. It is this casual, chic, and fun approach that got Ouai its cult following.
So, as the label lands in Sephora this month, what is it that you should pick up from the brand? The ones that will definitely be on our radar are here.
Less effort than curling your hair? We’ll take it. The mousse from Ouai hopes to make hair soft, touchable, and light, and gives it an effortless wave sans any curling gadget.
Dry Shampoo Foam
This one’s known to dry-cleanse without making hair dry, and that’s a good place to start. It also volumises beautifully without making hair look frizzy. And there’s no white cast or a powdery residue.
This one’s a winner as it reduces the time we spend on styling, by conditioning hair with coconut water and plant extracts and using rice protein to hold your hair in place.
Anti-Frizz Hair Sheets
A boon for on-the-go women, these sheets are easy to use. A few swipes and your static-prone hair will see bounce and shine.
The body-building cleanser is all about replenishing moisture and making your strands looking fuller.
However, the best way to figure out what suits you is to take the hair quiz that Atkin made mandatory on the site after a fan asked for personal recommendations. The brand is available at Sephora India January 2019 onwards.