The Ouai is taking the beauty world by storm - but is it worth the hype?

If you haven't heard of The Ouai, you've probably seen it gracing many an Instagram post without even realising. The relative newcomer has infiltrated the beauty world in super quick time, and with good reason. The products have become instant classics, but where did they come from? 

What the Ouai?

The brains behind the brand is none other than Kim's go-to hair girl, Jen Atkins. The Ouai (pronounced way) was born of the need for products that made luxury, high-end hair accessible to all. They needed to look gorgeous enough to Instagram but be easy to use and deliver serious results. But do they live up to the hype? Well we've given them a go and can report that yep, they really do. Everything we've got our hands on has been super easy to use and does exactly what it says on the tin. You can't really ask for more than that can you?

The process

If you're unsure where to start they have a frankly genius quiz on their website that will point you in the right direction. But a few fail-safe products to start with would be the Dry Texture Foam and the Sun Of A Beach Ombre Spray. Which is basically just a grown up version of Sun-In!

The Dry Texture Foam is ideal for getting that perfectly undone look just right. 

Cool girl starter pack. <#regram @penelopewanderlust>

A post shared by OUAI Haircare (@theouai) on

Out verdict

They're a little more expensive than we'd usually pay for haircare, but they really do deliver results and look hella good while doing it. We're fans of the brand for their ease of use and long lasting results.


Looking for a cool engagement ring?

What we're buying this week