OUAI

Founded in 2016 by stylist to the stars Jen Atkin, 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.

SHOP ALL OUAI

SHOP OUAI BY CATEGORY

OUAI BESTSELLERS

£26.00

£26.00

OUAI Healthy Hair Is On The OUAI Holiday Kit 2025 (Worth £76)

Recommended Retail Price: £55.00Current price: £38.50

£28.00

OUAI Fine Hair Shampoo and Fine Hair Conditioner Bundle

£56.00

OUAI Scrub It All A-OUAI Holiday Kit 2025 (Worth £46)

Recommended Retail Price: £36.00Current price: £28.80

£26.00

£26.00

£48.00

OUAI Medium Hair Shampoo and Medium Hair Conditioner Bundle

£56.00

SHOP OUAI BY CATEGORY

SCALP HEALTH

Proving that lavish locks start at the scalp, these targeted treatments banish build-up while balancing oil to promote replenished roots and healthy growth.

SHOP NOW

DRY + DAMAGED HAIR

Bringing your lengths back to life, these multitasking must-haves help revive, refresh and replenish brittle hair while locking in your mane’s moisture.

SHOP NOW

OILY HAIR

Restoring equilibrium back to your scalp, OUAI’s everyday essentials fuse detoxifying apple cider vinegar with strengthening keratin to buy you more time between washes.

SHOP NOW

THINNING HAIR

From biotin-boosting supplements to oils, serums and more, OUAI’s signature strand saviours get to the root of your hair care concerns.

SHOP NOW

FRIZZY HAIR

Taming your tresses, these hair heroes fight flyaways for up to 72 hours while lathering your locks in OUAI’s smoothing, soothing and sumptuous smelling solutions.

SHOP NOW

SHOP ALL OUAI