OUAI

OUAI MEANS YES,
IN THAT CASUAL,
PARISIAN WAY.

Jen Atkin is not only a sought-after celebrity hair stylist, but also the successful entrepreneur behind haircare brand OUAI. The line stands out with innovative formulas and textures while continuing to surprise with exciting new launches.

What is the secret to your success?

A lot of what we do at OUAI involves crowdsourcing. We have a large community that helps us understand what women really want from their haircare. This has played a huge part in helping us grow as a company.

Can you share your ultimate beauty hack?

Most people think they need to get their hair cut every six to eight weeks. If you use the right products and take good care of your hair, just a few touch-ups a year can be enough. Most of my clients actually only see me once or twice a year.

What does your personal haircare routine look like?

I love working out with the OUAI Treatment Masque in my hair! The individual packets are perfect for throwing into a gym bag. I also love the OUAI Dry Shampoo Foam – it’s so unique and unlike any other hair product on the market.

What are your current top trends?

Lots of natural texture! I also love hairstyles with wild, choppy cuts. They’re great if you want to do more than simply go shorter or if you want to disguise those little hairs that can sometimes be annoying. And I have a real passion for hair accessories!

What inspires you?

I find most of my inspiration on Tumblr, Pinterest, and Instagram – and above all, from our followers.

How do you create perfect beach waves – without spending a day at the beach?

One of my favorite techniques is the “clip trick.” First, spray OUAI Wave Spray generously onto damp hair. Then use large clips to pin individual sections of hair together, creating bends in the hair. Leave it to air-dry or blow-dry it before removing the clips. And voilà – effortless beach waves!

Over the years, hair can become more brittle, dull, and difficult to manage due to a variety of factors. What can you do to keep hair looking youthful?

You also have to support healthy hair from within. For years, I sent my clients to health food stores to buy biotin and fish oil capsules! Now we finally have our own formula: OUAI Thin Supplements contain ashwagandha extract, which helps with stress management – stress can be an important factor when it comes to hair loss or breakage. The formula also contains niacin to support healthy hair growth.

Thank you, Jen Atkin, for the interview!