Why I’m Obsessed With Jen Atkin’s Hair Line

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Why I’m Obsessed With Jen Atkin’s Hair Line featured image

She may be the mastermind behind all of those beloved Kardashian-Jenner hairstyles. But celebrity stylist Jen Atkin—she also tends to the tresses of Sofía Vergara and Chrissy Teigen, too—sure knows how to create a great product line as well.

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Her Ouai hair care line debuted just a few months ago and received a ton of praise in the press and on social media. The backstory, in a nutshell, is this: Atkin wanted a line of products that were cool and curated. Hence Ouai (which translates to yes in that nonchalant Parisian sense), pronounced “way,” was born.


But here’s the thing that’s different about this 16-piece line: It really works. I’ve tried hundreds of different shampoos, conditioners and styling products and while many of them deliver shiny hair or an easy-to-maneuver blowout, few, if any, have made my hair look like it was just styled professionally with tons of volume, which lasts I might add, and done all myself.

While I haven’t tested out every product in the line—I’m super psyched about the new supplements that are coming out—I did try the Clean Shampoo ($28), which really pulled out oil and product buildup thanks to the brand’s proprietary Smart Technology Complex (it’s in all of the shampoos and conditioners) that hones in on just the damaged parts of your hair to repair and hydrate it, followed by the Clean Conditioner ($26), the most heavenly scented hydrator that coated my hair in moisture without leaving it greasy or weighed down. (There are also products to repair, smooth and volumize, as well as a treatment mask and a whole slew of styling products). I choose to blow out my hair with the Fromm 1907 Thermal Square Brush ($15) because I didn’t want my hair to look too contrived. The result was perfect.

My hair was able to hold the style for four days before it was time to wash it again. In between, I used a mix of dry shampoo to get a little more lift and the Texturizing Hair Spray ($26), which may be my new favorite hair product and the best thing since sliced bread. It’s not as stiff as a traditional hair spray, but it’s totally flexible, so it adds that super sexy beachy texture that Atkin is known for. I sprayed it throughout and used a flat iron to intensify the wave around my face. (I even used it on my 7-year-old daughter to give her the “big mermaid hair” she loves. A beauty junkie in the making, she too is slightly obsessed.)

Once you try the line and get hooked, Atkin was smart enough to establish an auto-replenishment program so you never need to worry about running out of product. I’m sure this is just the beginning for Ouai, and I can’t wait to see what else the brain behind the beauties has up her sleeve.


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