Created by celebrity stylist Jen Atkin, OUAI Haircare was designed to nourish hair health and bring out its natural beauty. The company is about realistic hair goals that users of the products can actually achieve. OUAI Haircare created easy-to-use products in luxury packaging so “you’re always ready for that selfie situation.” The shampoos and conditioners are sulfate-free and employ smart keratin to repair and improve hair strength. Even OUAI’s styling products are designed to nourish hair and bring out its natural beauty. With OUAI, Atkin wanted to create a “breath of fresh hair” – a line for real life, for real women, featuring luxury products that are simple, affordable, and classic. The brand is very much on the rise, with its roll-out into all Sephora US doors, its international expansion, the launch of its new Dry Shampoo Foam, its entry into the body and fragrance categories, its surpassing 500,000 Instagram followers, and its imminent move into its own headquarters.