OUAI

OUAI, pronounced "way," takes its name from a casual Parisian way of saying yes. The company was founded by a celebrity hair stylist and describes itself as a socially-connected haircare brand shaped by conversations with clients and social media followers. We believe that life is hard and looking good should be easy. We’re giving you realistic goals that you can actually achieve—with quick how-to videos, so you’re always ready for that selfie situation. A brand that looks dope enough to Instagram, but epic enough to actually get the job done? Yes OUAI.

OUAI restores hair health from the outside and from within, through effective haircare products and proven nutritional supplements developed by an MD. Our shampoos and conditioners are sulfate-free and employ smart keratin to repair and improve hair strength. Even our styling products are designed to nourish hair and bring out its natural beauty.

The online store offers shampoos and conditioners formulated for fine, medium and thick hair, along with leave-in conditioners, hair oil, a bond repair balm, gift sets, a rewards program and subscription ordering. Beyond haircare, the company sells eau de parfum, hair and body fragrance mists, and body, bath and hand care products. Its scents are named after places such as North Bondi, Melrose Place, Mercer Street, Rue St. Honoré, St. Barts, Santorini and Ibiza.