OUAI – pronounced “way” – is founder Jen Atkin’s way of helping us to say “yes OUAI” to effortless, nourished and strengthened hair.

Since there is no “one size fits all” solution for different hair types, OUAI launched a shampoo and conditioning duo to target each one individually. Count on OUAI haircare to nourish hair health and enhance your natural texture.

We believe you’re the best version of yourself when you live authentically, so we’re here to give you the confidence to win life YOUR OUAI.

The brand has gone beyond just hair care to launch body products, fragrances and supplements because it’s more than just hair care – it’s a OUAI of life.