Ouai (pronounced way) is a modern haircare and body care brand founded in 2016 by celebrity hairstylist Jen Atkin, who is known for styling the hair of Kim Kardashian, Chrissy Teigen, and other high-profile clients. The brand was acquired by Procter and Gamble in 2021 and has become one of the most recognizable names in the premium haircare space, known for its minimalist millennial-friendly packaging, chic fragrances, and social-media-savvy marketing approach.
The Ouai website offers its range of haircare, body care, and fragrance products. The brand's hero products include the Wave Spray, which creates effortless beachy waves and was one of its original bestsellers, the Leave-In Conditioner, and the Detox Shampoo. Ouai products are formulated without parabens and sulfates, and the brand emphasizes multi-use, low-maintenance products that fit busy lifestyles. Each product line carries a signature scent, and the brand has expanded into body care with popular body washes, creams, and its signature fragrance collection.