OUAI founder Jen Atkin wanted to create 'breath of fresh hair' by offering products that make modern and effortless style achievable every day. Translating as yes in a casual Parisian way, OUAI is saying yes to real hair for real life; their collaborations with formulation and design experts mean that products will not only make your hair goals a reality, but add chicness to your bathroom. With the belief that life is hard and looking good should be easy, OUAI haircare is simple, affordable and classic.