ouai

Working with clients including the Kardashians, as well as backstage at fashion shows, hair stylist to the stars Jen Atkin saw a gap in the market for fuss-free, reparative haircare that would give women the hair they craved, in the shortest possible time. Inspired by no-nonsense, Parisian chic – the name ‘Ouai’ is French for ‘yeah’ – the resulting line perfectly encapsulates Jen’s relaxed ethos.

This core collection of pared-back formulations is free from parabens and sulfates, but rich in ingredients proven to support and improve hair health. Instead of promising to create perfectly volumized blowouts that look salon fresh and red-carpet ready, this line helps real women to create more wearable styles and embrace their natural hair.