Never have we ever seen such a frenzy over a hair product since L'Oreal's Elnett arrived stateside. Not long after Jen Atkin launched her Ouai products, the lineup has recieved praise from just about every celebrity out there, spanning from Nicole Richie to the members of the Kardashian-Jenner crew. Pronounced "way," its moniker is a nod to the all the time Atkin has spent working in Paris for Fashion Week, as well as the effortlessly chic vibe Parisian women give off, which seems to be a constant topic in the style realm.
"I also wanted it to be a conversation piece, so you can be the friend at lunch correcting the rest of your friends on the pronunciation," she tells us. "Let's get real—women are busy! Backstage at fashion shows, we did the models' hair in 15-20 minutes. I'm here to help every woman achieve the same at home." On theouai.com, as well as the brand's mobile app, you'll have access to step-by-step tutorials, in which models demonstrate exactly how to create the trendiest looks out there on themselves. It's the next best thing to having Atkin make a house call—which, if you're North West, is a common occurence—and you can even sign up for an auto-replenish option so that you'll never be without a bottle of your favorite shampoo or conditioner.
Over the course of two years, Atkin concentrated on including ingredients and supplements she didn't see in the existing haircare market into her products, and enlisted the help of her famous friends to test-drive the line. "Before the launch, I gave samples to nearly everyone I knew looking for feedback," she says. "Then, I would reformulate and start the process over again until I had something perfect."
Atkin also aimed to take the intimidation factor out of the hair product realm, and to make the products accessible to everyone, regardless of their skill level. At this point, Ouai is pretty much the pro's baby, so it's hard for her to choose a favorite, but when pressed, she credits the Treatment Masque as one of them, as the individual packettes make it easy for her to give her strands some TLC, even while on the go. "The response has been overwhelming, it's like a dream come true," she adds. "I feel like I need to pinch myself any time I see a product that is sold out!" Head over to theouai.com now to shop the entire lineup, and to watch the detailed tutorials.