Pronounce it ‘way’! The name of this range is a play on the French, oui – from what I understand, a more casual version. Founder of Ouai Hair Care, Jen Atkin, really strikes a nerve when she talks about the ‘over-stimulated consumer’. Yes! We are all this right now, so despite the fact that Jen has run her hands through the hair of the rich and famous (think Kardashians, Jennifer Lopez), she’s grounded enough that she just seems to get it when it comes to the wall of confusion that comes from having an overwhelming amount of product choice.
What I’m keen on about Ouai Hair Care is the simplicity of both the look and choice. The selection is split into Clean (detoxing and the range that I’ve tried over the weekend), Volume, Repair and Smooth with a shampoo and conditioner for each category and various styling products that can be added in, no matter what category you choose, such as the Hair Oil.
I also love the clean look of the range – very pared back and no fiddly bits. The word clean is a recurring theme – the fragrances are also clean-smelling – a kind of fresh laundry scent for the shampoo that I tried, although I don’t get why the shampoo and conditioner have different scents. It adds to the washing experience but ultimately I think I’d rather have had the same scent theme for both.
Most importantly, I got great swishy, clean feeling hair from this (please bear in mind though that I have been using the John Frieda 10 Day Straight) and the scent has stayed for over 24 hours. In terms of ingredients, Ouai Hair Care uses their own smart technology complex that includes Ama oil, an amino acid blend, hibiscus and tamarind seed extracts, jasmine extract and smart keratin. It’s free from sulfates, parabens and sodium chloride and isn’t tested on animals.
The range launches today with starting prices for a shampoo at £20. If you like your hair wash on the posh side, it’s definitely worth investigating. You can find it HERE.
*all products are sent to me as samples from brands and agencies unless otherwise stated