Heaven should smell like an Ouai counter at Sephora the place its helves of wave sprays and curl lotions beckon your consideration. The model Ouai is revered as top-of-the-line manufacturers for haircare products, however did you additionally know that it belongs to hairstylist Jen Atkins?
Yes, the exact same Jen Atkins who takes couple holidays with Chrissy Teigen and John Legend, and is famously good buddies with the Kardashians. The celeb hairstylist got down to create her personal model in 2016 — and it’s been successful within the magnificence trade since.
Ouai Director of Education, Diana Pratasiewicz.
Ouai is pronounced method, after the cool, informal Parisian method of claiming ‘sure’ — to not be confused with oui. The guessing recreation is partly intentional. Ouai’s Director of Education, Diana Pratasiewicz, says the workforce loves it as a result of it’s a dialog starter.
There’s way more that we learnt about Ouai whereas talking to Diana over a Zoom name. For starters, the origin of its signature scents.
“We’re a perfume model true and true,” Diana agrees. “When Jen created the road, she wished it to smell like a extremely costly perfume line.”
Ouai works with Swiss perfume model referred to as Givaudan — one of many prime perfume homes on this planet, Diana praises — to create every of the scents used for its products. “Jen picks each single word,” she provides.
It was genius when Ouai started bottling these scents as precise Eau de Parfums. Each perfume is called after a spot particular to Jen: North Bondi, Melrose Place, Dean Street, and eventually, Rue St Honoré; which Diana says she at all times described as “a gardenia walks right into a bar smoking a cigarette”.
“Watch this area,” Diana advises with amusing. “We’re developing with two new fragrances!”
Ouai’s best-selling product is its Leave in Conditioner that just about does all of it: detangles, hydrates, provides shine, tames frizz, has warmth safety as much as 232° Celsius, and prevents breakage when blowdrying hair. It makes you surprise why you’ve been fussing over your hair with numerous different products.
“The entire factor about Ouai is being easy. We’re right here to make your day-today routine (simpler)— whether or not it’s taking good care of your hair, physique, or thoughts. We’re right here to be your easy solution to get there.”
Another widespread hair product is its Detox Shampoo which packs apple cider vinegar as its key ingredient, however with out it smelling as such, Diana assures. She recommends switching out your common shampoo for a detox as soon as every week and following up with a hydrating masks.
“Scalp well being is admittedly vital,” says Diana. “The scalp is like a backyard. If you don’t water it, feed it, and take care of it, then your hair isn’t going to develop wholesome.”
Continuing Ouai’s growth into way of life products (together with activewear in collaboration with Set Active, and one other genius concept: pet shampoo), Diana teases its subsequent large launch. “This has been our request from day one as a result of followers love our scents,” she hints whereas anticipating an October release date.
If you guessed candles, you’re completely proper.
“We love candles. They carry that sense of wellness, so whenever you’re entering into a bath, and perhaps you’re having a foul day day…. Well, I’m not going to say candles can repair all of your issues, however whenever you gentle one you’ll really feel extra relaxed immediately,” she says.
Beach hair and physique products.
These candles will carry the scent of Melrose Place (Diana describes this scent as “rose with coaching wheels on”) and North Bondi with notes of bergamot and violet.
“The candles’ vessel is manufactured from concrete, wax from a base of coconut and soy, and wick constructed from paper wrapped in cotton. They’ve bought 55 hours or burn life,” Diana tells us.
Fans of Ouai’s haircare don’t have any purpose to fret that the model will transfer away from its roots (you realize, as a result of hair), and that there’s extra in that division popping out in 2022.
“Our coronary heart and soul is in haircare,” Diana shares. “Think of us as a good friend in haircare, who additionally has different nice issues up her sleeves.”
Shop Ouai on Sephora Malaysia
Ouai can be accessible at Sephora shops and Sephora in-app.
(All pictures: Ouai)