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Ouai is created by celebrity stylist Jen Atkin: "Ouai means yes, in that casual, parisian way. It's about saying yes to earl hair for real life. And to looking chic, no matter how many followers you have"

It is designed for the busy woman in fashion, editorial, runway, music videos and films worldwide. The results-driven, simplified routine features chic products that are easy to use for healthy hair. The shampoos and conditioners are sulphate-free. The styling products are designed to nourish hair and bring out its natural beauty.