Worth The Hype? OUAI
That's the OUAI I like it
In case you are new to the brand, it is worth mentioning that OUAI was created by multitalented celebrity hair stylist Jen Atkin (whom you might have seen on KUWTK). Her line was developed with busy girlbosses in mind; "results-driven, simplified routine" that should give you the best of both worlds: chic locks and healthy scalp. I love the brand's minimalistic aesthetic, friendly pricetags, as well as its passion for natural ingredients (and chic scents too). Personally, whenever I envision that model-off-duty hair, I instantly think of OUAI. And since it is my go-to hairstyle anyways, I figured it would be fun to finally sit down and talk to you guys about some of the brand's hits and misses. Hope you enjoy!
My Hair Type: virgin (aka has not been dyed before) long, wavy, normal-fine (or what my Danish hairdresser calls "Scandinavian") hair type.
Products marked with (*) are PR Samples. Everything else I purchased myself. Read more here.
Shampoo & Conditioner
I came across OUAI Smooth Shampoo and Smooth Conditioner (28/26 USD respectively; Made in USA) a few years ago, when I was on a hunt for clean, nasties-free haircare products. If you look at the ingredients' list, you might think you are reading a menu: Coconut Water, Jojoba Oil, Carrot, Jasmine, Rice, Ginger, Artichoke, Pea, Tamarind Seed Extracts are only the tip of the iceberg here.
Since my hair is naturally wavy, it can look quite frizzy too (not to mention baby hairs poking in hundred different directions). Thankfully this formula doesn't only nourish my locks like no other shampoo/conditioner can, but it also helps keep frizz and tangles at bay. Doesn't matter whether your hair is fine or thick, it will work. Plus, I can easily straighten mine in less than five minutes, which is quite impressive for (let's face it) an amateur. I have been through so many bottles of both Smooth Shampoo and Smooth Conditioner in the past 2-3 years and highly (highly!) recommend both of them.
Great For: dry, frizzy hair that needs hydration.
I thought that since I loved OUAI's Smooth line so much, I would like Repair one too. Although I have never dyed my hair, I do style it quite often, which is why the mid-end section can become a bit "fried" over time. It's been two months and I have almost used up both Repair Shampoo and Conditioner (28/26 USD respectively; Made in USA) and here is what I have to say: as much as I like it, I will not repurchase this line and here is why.
While the ingredient's list is impressive and my hair looks nice, it doesn't feel as amazing as when I use the brand's Smooth range. Perhaps I would enjoy it more if my hair was [indeed] coloured. But since I worry more about dryness/frizz than I do about anything else, I have figured that I would go back to my OG favourites instead.
Great For: coloured, dull hair that needs extra care and attention.
Repurchase? No, but only because I prefer the other formula more. I would still recommend it to those of you, who are looking for a potent shampoo/conditioner duo for colour-treated hair.
"Like dry shampoo and hairspray had a baby", this is what literally sold this product to me. You'd think that after years of working in advertising I would be immune to smart marketing slogans. But, alas!
Texturizing Hair Spray (26 USD; Made in USA) claims to give you an incredible volume and texture all at the same time. It also has "volcanic minerals" in it, that should help absorb extra oil, thus leaving you with a refreshed scalp. Good thing about it is that you can use it from roots