After struggling to find a 'cool and curated' haircare brand, influential hairstylist to the stars Jen Atkin - her impressive client list includes Kim Kardashian, Katy Perry and Jennifer Lopez - decided to establish her own line with ouai. Pronounced 'way', the label is like a 'breath of fresh air', standing out with its sleek packaging and luxury ingredients, such as the vitamin-rich kumquat fruit extract, babassu oil, coconut oil and hydrolysed keratin that comprise this medium hair shampoo.
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