Jen Atkin OUAI Haircare Cult Beauty

Celebrity coiffeuse Jen Atkin's eagerly-awaited hair care range is everything we dreamed it would be. Named {OUAI} (pronounced 'way') - the nonchalant 'French shrug' version of 'Oui', this gorgeous edit of mane tamers lets you achieve that tousled, model off-duty texture with minimal effort - no 'glam squad' required.

Renowned for transforming the tresses of Klan Kardashian (Jen and her team were behind Kim's blonde, mussed-up mid-length mop), she's also tends the tresses of Gigi Hadid and Gwen Stefani... to name a few. Jen's aesthetic is modern and easy - a super-hot, 'I woke up like this' look that is chic and low-maintenance.

To Jen, 'luxury is accessibility' and {OUAI} perfectly encapsulates this ethos. Bombarded and completely over-whelmed by the ever-expanding hair care market, Jen took matters into her own, incredibly capable hands - devising a streamlined, straight-forward edit of essentials that look cool and work hard, transforming tresses in mere moments. Jen understands that time is of the essence, so her collection is pared back and totally relatable; each product does exactly what its name implies and allows you to achieve your desired look in 15 minutes (or less).

Delectably scented, the sensory experience was equally important when it came to product development. None of those synthetic, fruity fragrances the hair care industry unfailingly recycle. Each product has one of OUAI's signature perfumes - all four shampoos smell of OUAI #1 (Italian lemon, Turkish rose, jasmine, iris, lily and white musk) - while the conditioners are all OUAI #2 (bergamot, Italian lemon, rose de mai, magnolia, lily, blackberry, cedarwood, amber, patchouli, sandalwood and white musk), and each blend has been painstakingly developed to be layered, so your hair smells incredible... people may even stop and ask you: 'What's your perfume?'.

The styling products are similarly out of this world. The {Texturising Hair Spray} is half way between a dry shampoo and hair spray, misting locks with oil-absorbing volcanic minerals and soft-hold polymers to create 'grip' and enviable root lift for a gorgeous, bed-head look.

{Wave Spray} is then perfect for achieving loose, tousled ripples. With rice proteins instead of salt, there's no 'crunch' or stiffness - simply mist through still-damp hair and twist to create shape, then blast with your hairdryer to achieve a beachy, surf-babe vibe.

We're completely besotted. We say YES {OUAI}.

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