Shop the OUAI assortment of shampoos, conditioners, hair masks and other products. Remember to sign up with us so that you always get informed about OUAI deals and promotions. Read More

Why We Like OUAI

"If it’s good enough for the Kardashians, it’s good enough for us. Making our hair effortlessly soft and shiny, OUAI is our favourite brand for luxe hair care solutions that actually work. If you’re a sucker for lavish scents, pretty packaging and silky-soft hair then we highly advise investing in one (or three) of their hair care essentials."

Ellie Child

Written by Ellie Child, Beauty Editor

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Women have enough to worry about today and Jen Atkin, founder of OUAI, understands this which is why she created this luxury hair line for real life and real women. Her products are simple, affordable and classic in a world full of noise.

She has worked backstage runways, fashion shoots, music videos and films and came to realize that women are regularly pressed for time, especially when it comes to their hair. So she wanted to create hair products that are for the busy woman, so no matter how much time you have, you can still achieve effortlessly beautiful hair.

Jen has been hairstylist to celebrity favorites like Gigi Hadid and Klan Kardashian and now with OUAI, you can get tousled, undone but chic styles that'll give you major off-duty model vibes. Plus their shampoos and conditioners are sulphate-free, cruelty-free and employ smart keratin to repair and improve hair strength. Even their styling products are designed to nourish hair and bring out its natural beauty whilst leaving a stunning fragrance so your hair can smell as divine as it looks. Now you know the OUAI to get gorgeous locks that are full of personality but requires minimal effort - so what are you waiting for?

Buying cruelty-free is becoming a bigger concern for many consumers, so why not take a look at our entire range of cruelty-free products or take a look at our favorite cruelty-free hair care brands and products.

Where is the best place to buy OUAI products online?

A range of OUAI products are available to buy online from US stores, such as Sephora, Harvey Nichols and Selfridges. Look Fantastic, Neiman Marcus and more also sell these products.

Frequently Asked Questions about OUAI

Are these products Paraben-free?

There are no parabens in OUAI product.

Is OUAI a phthalates-free brand?

They don’t use phthalates in any of their products, making them completely phthalates-free.

Are these products free from Sulfates?

OUAI are a sulfate-free brand.

Are they an animal-friendly/cruelty free cosmetic brand?

As a cruelty-free brand, OUAI does not incorporate animal testing into its development or production regime, nor does it authorize any third parties to perform animal testing on its behalf.

Are OUAI products fragrance free?

A lot of them are free-from-fragrance. If you wish to shop only fragrance free, use our site filters.

Is OUAI a silicone-free brand?

Not all of their products are silicone-free. Make sure you’re getting the products you want by using our filters and checking ingredients.

Are OUAI vegan-friendly or do their products contain ingredients derived from animals or animal by-products?

The majority of OUAI products on our platform are not suitable for those following a vegan routine. However, OUAI does have some products that are formulated without animal-derived ingredients or by-products, which you can see by selecting the appropriate filters.

Where are these products made?

The USA is where OUAI produce their products.

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