OUAI is a hair care brand developed by Jen Atkins. “Breath of fresh hair” is a line from her which she wants to create real life for real women. This brings that their products are affordable, classic in their own way and simple. Their shampoo, conditioners are free from sulfate, use intelligent keratin to repair and enhance the hair. Also, their styling products are designed to nourish the hair which able to reveal its natural beauty.