The Haircare Brand We’re Dying To Try

Get cool-girl hair without the glam squad

We’ll admit, our beauty must-try list is long. With all the innovative treats out there, who could blame us?

Topping our list at the moment is hair care brand Ouai. It is the first hair-care line from celebrity hairstylist Jen Atkin who is the mane maestro for the entire Kardashian family.

From left: Kourtney Kardashian, Jen Atkin, Kylie Jenner and Khloe Kardashian.

Ouai (pronounced ‘way') has been in the works for two years and launched last month. The brand name means yes, in that casual, Parisian way. “It’s about saying yes to being that effortlessly cool girl,” Atkin says. And if it’s a way to achieve our hair goal (see: Kendall Jenner’s effortlessly chic strands), sign us up!

The particular product we can’t wait to get our hands on is the Ouai Treatment Masque. The formula is individually packed, making it more convenient to use and perfect for travel. The mask also reportedly took Atkin’s the longest to get right.

Besides the fact that the hair-transforming products will up our bathroom’s aesthetics, we hear they smell amazing too – like freshly-dry cleaned sheets and a bouquet of gardenia, jasmine, and plumeria.

Though the products aren’t available in Singapore, we have the World Wide Web (thankfully) which has made everything more accessible. If there’s a will, there’s a way. Click add to cart.

Shop the brand at

Photo: @khloekardashian via Instagram.

For more Beauty, click here.
Or check out Your Pillowcase Is Ruining Your Hair and The Easy Way To Make Your Hair Smell Good.

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