OUAI

OUAI, pronounced “way,” is a haircare and lifestyle brand founded in 2016 by celebrity hairstylist Jen Atkin. Atkin, renowned for styling high-profile clients such as the Kardashians, Jennifer Lopez, and Katy Perry, established OUAI to offer products that promote effortless beauty and self-confidence. The brand’s name, inspired by the casual Parisian slang for “yes,” reflects its ethos of embracing imperfections and rejecting unrealistic beauty standards.