Founded in 2016 by stylist to the stars Jen Atkins, OUAI (that’s pronounced ‘way’) translates to ‘yes’. Encouraging you to say yes to letting go of unrealistic expectations and embracing imperfections, the brand offers an alternative to the one-size-fits-all approach to hair care. Marrying Parisian luxury with no frill formulas, the collection is filled with targeted solutions suited to all different tress types and textures.



OUAI Anti Frizz Creme Travel Size 89ml


Back by popular demand, move quick to get this beauty hero before it sells out again.
4.5 Stars 6 Reviews

OUAI Anti Frizz Creme Full Size 177ml


This beauty thrill has just landed — move quick to bag it before everyone else!
4.67 Stars 3 Reviews

OUAI Detox Shampoo 300ml

4.69 Stars 342 Reviews

OUAI Leave In Conditioner 140ml

4.67 Stars 308 Reviews

OUAI Detox Shampoo Travel Size 89ml

4.6 Stars 222 Reviews

OUAI Hair Oil 45ml

4.52 Stars 255 Reviews

OUAI Fine Hair Shampoo 300ml

4.25 Stars 154 Reviews

OUAI Medium Hair Conditioner 300ml

4.73 Stars 67 Reviews

OUAI St. Barts Body Crème 212g

4.7 Stars 107 Reviews

OUAI Hair Gloss 177ml

4.19 Stars 70 Reviews

OUAI Fine-Medium Hair Treatment Masque 236ml

4.51 Stars 53 Reviews

OUAI Leave In Conditioner Travel - 45ml

4.41 Stars 99 Reviews

OUAI Medium Hair Shampoo 300ml

4.63 Stars 81 Reviews

OUAI Fine Hair Conditioner 300ml

4.21 Stars 67 Reviews

OUAI Hair Oil Travel Size 13ml

4.6 Stars 40 Reviews

OUAI St. Barts Body Cleanser 300ml

4.79 Stars 86 Reviews

OUAI Matte Pomade 50ml

4.2 Stars 95 Reviews

OUAI St. Barts Scalp and Body Scrub 250g

4.72 Stars 85 Reviews


Having made a name for herself within the hair industry during the 2000s, OUAI’s founder, Jen Atkins, fell in love with French hair care philosophy while she was working in Paris with renowned designer John Galliano. This set her on a trajectory to create a brand that was an alternative to the typical ‘one-size-fits-all' approach... OUAI’s stellar line up includes complete collections dedicated to different hair types — from shampoos and conditioners formulated specifically for fine hair, to treatments targeted for thicker tresses. Everything in OUAI’s range is made to ensure your strands are smoother, stronger and healthier.


Having moved to LA when she was just 19, and with only $300 to her name, Jen Atkins was determined to make a name for herself. Beginning her career as a receptionist at Chris McMillan and Andy LeCompte salons in Hollywood, she quickly worked her way up — culminating in her joining the glam team for Madonna’s Confessions World Tour. Once introduced to John Galliano, she joined him in Paris where she worked on countless catwalk shows for the designer. In 2010 she met Kim Kardashian at a Cosmopolitan magazine photoshoot and was quickly asked to join the ‘Keeping Up With The Kardashians’ television show — as the family’s lead stylist. In 2016, with the help of Dr Lamees Hadar, Jen developed OUAI, and changed the hair care industry with her potent, powerful and targeted formulations. To this day, Jen Atkins continues to cut and style hair both in the Middle East and LA.


With iconic hair collections that keep fine, medium and thick strands looking and feeling their best, OUAI has targeted shampoos and conditioners to keep your lengths on their best behaviour. Joining the ranks for better looking locks is a range of highly coveted creams, foams and sprays specially formulated to keep curls and waves looking bouncy and defined.