The OUAI Forward. Review.

Hi there beautiful,

Now, I don't know if you've heard the news through the haircare grapevine but there is some seriously delectable new products coming our way. I would like to formally introduce you to OUAI. You're welcome.


OUAI is a new haircare range from celebrity stylist Jen Atkin. Some clients include Jennifer Lopez, Katy Perry, Emma Stone and of course the name on everyone's lips, Kim Kardashian. I don't want to focus on the Kim K thing too much because this product and Jen herself are incredible in their own right, I just think Kim is a cheeky bonus.

Jen is a highly attributed stylist and this is what she's said about her new range; 'With OUAI, I wanted to create a “breath of fresh hair”—a line for real life, for real women. Luxury products that are simple, affordable, and classic in a world full of loud noise.'


I have to say she has achieved her goal and more. I am not long out the shower from having my first use of OUAI repair and it was beautiful. A real spa experience which, a girl like me, always appreciates. I have incredibly damaged, thick, rather long hair, which tends to be a feat for most luxury haircare to contend with. 

Normally the shampoo's don't get through my hair fully and leave it feeling heavy and flat. Whereas OUAI slipped through like a charm, the lather it created was luxurious and I ended up shampooing far longer than normal creating a meringue style bouffant that would make any baked Alaska envious.


The conditioner was thick, creamy and silky. Not too thick to make it difficult but thick enough to know it's good quality (I cannot abide a thin conditioner). My hair, being a tangly mess is usually a nightmare to condition but OUAI seemed to melt the knots away. So much so, straight after application I could comb my fingers through my hair to get a really nice coverage. When I washed the conditioner out my hair felt like silk in the water and I knew it was going to be good when dry.


One thing I have to mention as a special point is the smell. This has to be one of the best smelling conditioners I have ever used. It has a beautiful fresh yet floral scent that fills the bathroom and stays on your hair when dry. I have looked at the entire range and the one thing I would add if I were Jen Atkin would be a hair perfume. If this smell was a perfume, I'd bathe in it. It's beautiful.


All in all this collection made my hair soft, hydrated, shiny and tangle free. I would recommend it to everyone, especially due to the compliments you will get from the boyfriend when he smells you step out the shower!

OUAI is exclusive to Selfridges in the UK, you can find it and buy online HERE. Enjoy! x


Posts are sponsored and/or contain press samples unless otherwise stated. All opinions are my own.