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OUAI

https://theouai.com

OUAI is a haircare brand founded by celebrity hairstylist Jen Atkin. Their products empower women to embrace their imperfections, offering attainable beauty without unrealistic expectations. They also offer body, bath, and hand care products and premium fragrances inspired by iconic cities.

Category
Beauty
Specialty
Personal Care
Hair
Bath & Body
Socials
90
/
100
DTCetc Score
Brand Tags
Clean
Zero-waste
Asian Owned
Diverse Brand
Emerging Brand
Immigrant Founders
Influencer Approved
Creulty Free
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DTCetc’s Take

About OUAI

OUAI, founded by celebrity hairstylist Jen Atkin in 2016, is a haircare brand that offers more than just hair products. The brand's mission is to empower women to embrace their imperfections and be confident in their own skin. OUAI offers a range of hair products, including shampoos, conditioners, and styling products, that are designed to help women achieve the perfect hair without unrealistic expectations. In addition, OUAI also offers body, bath, and hand care products, as well as premium fragrances inspired by some of the world's most iconic cities.
More about OUAI ->

Who Shops At OUAI

OUAI shoppers are women who embrace their imperfections and seek confidence through self-care. They appreciate haircare, body, and fragrance products that emphasize attainable beauty without unrealistic expectations. These customers likely follow celebrity hairstylists and enjoy premium, high-quality products.
More about OUAI ->

What customers love about OUAI

Here's what shoppers have to say:
  • The Detox Shampoo is effective and a hair saver.
  • The fragrance of every product is amazing and adds to the luxurious experience.
  • The Leave In Conditioner feels rich and makes hair noticeably softer, shinier, and smoother.
  • The Scalp & Body Scrub and Texturizing Spray are must-haves and come in sleek packaging.
  • The Rose Hair + Body Oil, Wave Spray, Melrose Perfume, and Hair Mask are unique and effective products that work wonders.
  • The Leave-In Conditioner makes hair soft and healthy.
  • Ouai products are expensive but better than Olaplex.
  • The Body and Scalp Scrub smells phenomenal and makes the body feel clean and smooth.
  • The Ouai Hair Mask is better than Olaplex, lasts long, and smells amazing.
  • Ouai products not only make hair look great but also have amazing fragrances.
  • The Detox Shampoo is a holy grail and has a nice scent.
  • The Ouai hair oil is amazing, smells great, and makes hair frizz-free.
  • The Leave-In Mask for thin to medium hair is a game-changer.
  • The Detangling and Frizz Leave-In Conditioner makes hair smooth, easy to comb, and smells amazing.
  • The Detox Shampoo removes buildup and makes hair squeaky clean without drying it out.
  • The Mousse and Wave Spray are effective and barely have a scent.
Cons
  • The scent may not be appealing to everyone.
  • The formula may not be as effective as other brands.
  • The dry shampoo may not work well for certain hair colors.
  • The products are expensive despite their quality.
  • The fragrance may be too strong for some users.

OUAI's Shipping Policy

OUAI currently ships directly to the United States and England only. For international customers, OUAI products can be found in many stores across the globe, which can be located using their store locator. Unfortunately, OUAI does not ship directly to Canada at this time, but their products can be found at Sephora in-store and online. Shipping to the continental United States is free for orders over $50, while orders under $50 incur a shipping fee of $9.95. Orders are typically processed and shipped within 24 hours of placement, with an average transit time of 3-5 business days. Please note that shipments to Hawaii and Alaska may take longer. OUAI does not ship to P.O. Boxes, APO, FPO, or DPO addresses.
More about OUAI ->

OUAI's Return Policy

OUAI offers a stress-free and easy return or exchange policy within 45 days of purchase. To start a return or exchange, customers must use the returns portal provided on the OUAI website. Combining returns from multiple orders into one package is not allowed, as each return label is created specifically for the items in each order. Only products purchased through theOUAI.com website may be returned for a refund, and customers will receive an instant voucher instead of a refund. A prepaid return shipping label will be emailed to the customer's email address. If a customer chooses not to use the provided prepaid return label, they must provide the return tracking number and shipping company name to the OUAI service team. If a product is not eligible for return, it will be explicitly stated.
More about OUAI ->
DTCetc Bottomline
Target Audience
Young Adults
Stereotype
Tech-savvy
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80
This brand offers products that are on the pricey side.
Sustainability Score
80
/
100
This brand offers products that are on the pricey side.
Quality Score
90
/
100
This brand offers products that are on the pricey side.
DTCetc Score
84
/
100
This brand offers products that are on the pricey side.
Target Audience

Confident women, self-care enthusiasts, premium shoppers

Stereotype

Trendy

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Sustainability Score
80
/
100
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Quality Score
90
/
100
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DTCetc Score
84
/
100
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What The Experts Say...

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OUAI on Socials

View this profile on Instagram

OUAI (@OUAI) • Instagram photos and videos

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