Is Ouai a Good Brand? Why We Rate It 77/100

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Ouai is a popular haircare brand that has gained a loyal following in recent years. With a variety of products designed to cater to specific hair concerns, Ouai claims to use high-quality ingredients that are safe and effective for all hair types. But is Ouai a good brand worth investing in?

In this article, we will provide an honest review of Ouai, exploring their product range, ingredients, pricing, and customer feedback to help you make an informed decision.

Quick Verdict

OUAI is a good brand that delivers on quality and style, making it worth the investment for those seeking to improve their hair health despite not being the most affordable option overall.

If you’re looking for a trendy haircare brand that delivers on quality, OUAI is definitely worth considering. With a wide range of products that cater to different hair types and concerns, OUAI has become a go-to brand for many young adults.

One of the pros of OUAI is its sleek and stylish packaging that adds a touch of luxury to your bathroom shelf. In terms of product quality, OUAI uses high-quality ingredients and has received positive reviews from customers for its effectiveness in improving hair health.

However, one potential con of OUAI is its price point. Compared to other drugstore brands, OUAI can be on the pricier side. However, many customers feel that the quality and effectiveness of the products justify the cost.

If you’re interested in trying OUAI products, it’s worth keeping an eye out for promotions or discounts. OUAI occasionally offers deals on its website or through retailers like Sephora.

Our Brand Ratings – 77/100

To help you determine if Ouai is a good brand, we have rated it in various categories that are important to consider when evaluating a brand’s quality.

CriteriaRating (out of 10)Description
Reputation and Trustworthiness8Ouai has a strong reputation in the hair care industry and is known for its high-quality products. The brand has received positive reviews from customers and has been featured in various publications. However, there have been some concerns raised about the brand’s use of fragrances and potential allergens in its products.
Quality and Durability9Ouai’s products are of high quality and are designed to last. The brand uses nourishing and nourishing ingredients that are beneficial for hair health. Additionally, the brand’s packaging is sleek and durable.
Innovation7Ouai has introduced several innovative products, such as its dry shampoo foam and wave spray. However, the brand’s product line is relatively small and could benefit from more innovation.
Customer Support8Ouai has a responsive and helpful customer service team that is available to assist customers with any questions or concerns. The brand also offers a 30-day return policy for its products.
Value for Money7Ouai’s products are priced at a premium compared to other hair care brands. However, the brand’s products are of high quality and are designed to last, making them a good value for the money.
Sustainability and Ethical Practices6Ouai has taken steps to improve its sustainability and ethical practices, such as using recyclable packaging and avoiding animal testing. However, the brand could benefit from more transparency and a stronger commitment to sustainability.
Brand Authenticity9Ouai has a strong brand identity that is reflected in its sleek packaging, trendy scents, and emphasis on nourishing ingredients. The brand’s founder, Jen Atkin, is a well-known celebrity hairstylist who brings a level of authenticity to the brand.
User Experience8Ouai’s products are easy to use and are designed to work well with a variety of hair types and textures. The brand also offers a range of styling products that can help users achieve their desired look.
Longevity and Stability8Ouai has been in business for several years and has established itself as a reputable brand in the hair care industry. The brand has a loyal customer base and is likely to continue to be successful in the future.
Industry Recognition and Awards7Ouai has received several industry awards and has been featured in various publications. However, the brand could benefit from more recognition and awards to solidify its position as a top hair care brand.

Who Is This Brand Best Suited For?

If you’re someone who is looking for a hair care brand that is trendy, chic, and has a strong social media presence, then Ouai might be the perfect fit for you. Founded by celebrity hairstylist Jen Atkin, Ouai has quickly become a favorite among the beauty and fashion industry’s elite.

Ouai has gained a massive following on Instagram, thanks to its aesthetically pleasing packaging and relatable brand identity. The brand has also been endorsed by celebrities like Chrissy Teigen, who has raved about their products on social media.

Ouai’s products are suitable for a wide variety of hair types, from dry and damaged to oily and fine. The brand prides itself on being cruelty-free and uses ingredients like bergamot, lychee, and volcanic minerals to nourish and strengthen hair.

If you’re someone who is environmentally conscious, you’ll be happy to know that Ouai’s packaging is recyclable. The brand also places a strong emphasis on sustainability and has taken steps to reduce its carbon footprint.

Ouai Competitors

Also see: Is Naturium A Good Brand?

History of Ouai

Ouai was founded in 2016 by celebrity hairstylist Jen Atkin. With over 20 years of experience working with high-profile clients such as the Kardashian-Jenner family, Chrissy Teigen, and Jennifer Lopez, Atkin had a vision to create a line of hair products that catered to the busy, on-the-go lifestyle of her clients.

Atkin drew inspiration from her experience in the fast-paced fashion industry, where she observed models and celebrities often struggling to maintain their hair during photo shoots and runway shows. She realized there was a gap in the market for hair products that were easy to use and delivered effective results without the fuss.

With this in mind, Atkin set out to create a line of hair products that were not only effective but also practical for everyday use. Over the years, Ouai has become widely popular, gaining a significant following on social media and becoming a staple in many people’s haircare routines.

Atkin continues to innovate and expand the brand’s offerings, ensuring that Ouai stays true to its philosophy of providing fuss-free, easy-to-use hair products that cater to all hair types.

Ouai Hair Products

“Ouai was born out of my desire to create a line of hair products that real women could actually use. I wanted to create products that were easy to use, effective, and could fit into any woman’s busy lifestyle.” – Jen Atkin

Ouai Product Range

Ouai offers an extensive range of hair products that cater to various hair concerns. Whether you have dry, damaged, or frizzy hair, Ouai has a product that can help. Below are some of the brand’s most popular products and their features:

Ouai Wave SprayThe wave spray contains rice protein to add texture and hold to your hair. It also has coconut water to condition your hair and enhance shine. This spray can create effortless waves with a matte finish.
Ouai Hair OilThe hair oil is formulated with African galanga, ama, and Asian borage oils to nourish and protect your hair. It is lightweight and can be used as a pre-styling treatment to smooth and add shine to your hair.
Ouai Dry ShampooThe dry shampoo is perfect for those days when you don’t have time to wash your hair. It contains volcanic minerals that absorb oil, impurities, and product buildup. It also has rhodiola rosea extract to provide antioxidant protection to your hair.
Ouai Treatment MasqueThe treatment masque is a deep conditioning treatment that can revive your hair. It contains artichoke leaf extract to seal the cuticle and protect your hair from environmental damage. It also has smart keratin to repair damaged strands and improve the overall health of your hair.
Ouai Volume SprayThe volume spray is designed to add volume and thickness to your hair. It contains hydrolyzed wheat protein to strengthen your hair and provide long-lasting volume. It also has panthenol to condition your hair and improve its elasticity.

With such a diverse range of products, Ouai has a solution for all hair types and concerns. The brand’s products are easy to use and offer visible results. In the following section, we will explore the ingredients used in Ouai products and their benefits.

Ouai product range

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Ouai Product Ingredients

Ouai products are formulated with a perfect blend of natural and synthetic ingredients that provide effective results for all hair types.

The brand’s focus is on creating quality products that are safe to use and deliver the desired outcome. The following are the primary ingredients used in Ouai products:

Hydrolyzed Keratin:Strengthens and softens hair strands while adding shine
Biotin:Promotes healthy hair growth and strengthens hair strands
Hyaluronic Acid:Helps to retain moisture resulting in soft and hydrated hair
Tamarind Seed Extract:Acts as a natural moisturizer, adds shine, and reduces frizz

Ouai uses natural ingredients like hibiscus, jasmine, and rose hip oil to enhance the overall effectiveness of their products. The brand also avoids using harmful chemicals like parabens, sulfates, and phthalates that can damage hair.

Through using quality ingredients, Ouai has been successful in creating a line of products that cater to a variety of hair concerns and deliver visible results.


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Ouai Product Quality

The quality of Ouai products is a crucial aspect to consider when evaluating the brand’s overall performance. Ouai claims to provide effective solutions for various hair concerns, but do their products really live up to their claims?

After analyzing customer reviews and feedback, it’s clear that many users have had positive experiences with Ouai products. Many customers rave about the effectiveness of the brand’s shampoos and conditioners, with some noting significant improvements in their hair’s texture and appearance.

However, some users have reported that certain products may not work as well for their specific hair type or concern. It’s essential to note that everyone’s hair is unique, and what works for one person may not work for another.

In terms of user experience, Ouai products are generally well-received. Customers appreciate the sleek and minimalistic packaging, and many find the products easy to use and apply.

Ouai’s signature scent is another selling point, with many users enjoying the fresh and unique fragrance.

Ouai Product Quality

“Many customers rave about the effectiveness of the brand’s shampoos and conditioners, with some noting significant improvements in their hair’s texture and appearance.”

Ouai Pricing

One of the most significant factors to consider when evaluating the Ouai brand is their pricing. Compared to some drugstore haircare brands, Ouai products sit at a higher price point.

For example, the Ouai Wave Spray, a popular styling product, costs $26 for a 5-ounce bottle. In comparison, a similar product from a drugstore brand may cost less than half the price.

However, it’s essential to note that the price of Ouai products reflects the quality of the ingredients used. Ouai claims to use only the best ingredients that are safe and effective for all hair types.

Additionally, the brand’s packaging is sleek and stylish, adding to the overall product experience.

Ouai Pricing

Based on the product quality, effectiveness, and packaging, we believe that the pricing of Ouai products is justified. While they may not be the most affordable option, the investment is worth it for those seeking high-quality haircare products.

Ouai Sustainability

As consumers increasingly prioritize sustainability in their purchasing decisions, many brands are making efforts to reduce their environmental impact. Ouai is no exception and has taken steps to become a more sustainable brand.

One of the ways Ouai has implemented sustainability is through their packaging. The brand uses recycled materials and has transitioned to using 100% recyclable packaging for their haircare products. Additionally, Ouai has partnered with TerraCycle to recycle their empty product bottles.

In terms of ingredients, Ouai strives to use natural and eco-friendly ingredients whenever possible. However, some of their products still contain synthetic ingredients. The brand has committed to transparency, clearly listing all ingredients on their website and product packaging.

Ouai Sustainability

Ouai has also been recognized for their efforts towards sustainability. In 2020, the brand won the CEW Sustainability Excellence Award for their commitment to reducing waste and using responsibly sourced ingredients.

Ouai Customer Service

When considering the overall quality of a brand, customer service is an important aspect to take into account. Ouai’s customer service has received mixed feedback from customers.

Some customers have praised the brand’s response time and helpfulness, while others have had negative experiences with long wait times and unhelpful representatives.

Ouai’s return policy allows customers to return products within 30 days of purchase for a full refund. However, customers are responsible for the return shipping cost. The brand also offers free shipping on orders over $50 in the US.

Ouai Customer Service

Ouai Competitors

When it comes to haircare, there are many brands to choose from in the market, each with their own unique selling points. In this section, we will compare Ouai with some of its competitors to determine how it stacks up in terms of product range, ingredients, pricing, and customer feedback.


Oribe is a luxury haircare brand that offers a wide range of products and has a loyal following. While Oribe is more expensive than Ouai, their products are formulated with high-quality ingredients and are known for their effectiveness in addressing various hair concerns.

Oribe products also feature unique scents, making them stand out in the market. However, some customers have reported experiencing irritation from the fragrance in Oribe products.


Briogeo is a clean haircare brand that prides itself on using natural, plant-based ingredients in their products. Briogeo products are also free from sulfates, parabens, and silicones, making them a good option for those with sensitive scalps.

While Briogeo products are more affordable than Ouai, some customers have reported that the products have a strong scent that is not to their liking.

Living Proof

Living Proof is a science-based haircare brand that offers innovative solutions for various hair concerns, such as frizz, volume, and dryness. Living Proof products are formulated with patented technologies and are designed to be both effective and easy to use.

While Living Proof products are more expensive than Ouai, many customers have reported noticeable improvements in their hair’s texture and appearance after using them.

“Ouai was born out of my desire to create a line of hair products that real women could actually use. I wanted to create products that were easy to use, effective, and could fit into any woman’s busy lifestyle.” – Jen Atkin

Frequently Asked Questions

Ouai was born out of my desire to create a line of hair products that real women could actually use.

Are OUAI hair products sulfate-free?

Yes, most of OUAI’s hair products are sulfate-free, including their shampoos. This means that they are gentler on hair and less likely to strip it of natural oils. However, it’s important to note that not all of their products are sulfate-free, so it’s always best to check the label before purchasing.

What are the differences between OUAI shampoo and Olaplex?

OUAI shampoo is designed to cleanse and nourish hair, while Olaplex is a hair treatment that helps to repair and strengthen damaged hair. While both brands offer a range of products for different hair types, they have different focuses and uses.

Does OUAI have a Detox shampoo and how does it work?

Yes, OUAI has a Detox shampoo that is designed to deep-cleanse hair and remove buildup. It contains apple cider vinegar, which helps to clarify and balance the scalp, as well as hydrolyzed keratin to strengthen and protect hair.

Are OUAI hair products good for curly hair?

Yes, OUAI offers a range of products that are suitable for curly hair, including their Curl Shampoo and Curl Conditioner. These products are designed to hydrate and define curls, while also reducing frizz and adding shine.

Is OUAI considered a luxury hair brand?

Yes, OUAI is considered a luxury hair brand, with prices that are higher than many drugstore hair care brands. However, they are still more affordable than some other high-end hair care brands, making them accessible to a wider range of consumers.

Do celebrities like the Kardashians use OUAI products?

Yes, OUAI has been endorsed by several celebrities, including the Kardashians. The brand was founded by celebrity hairstylist Jen Atkin, who has worked with many high-profile clients, so it’s no surprise that her products are popular among celebrities.

Conclusion: Is Ouai a Good Brand?

After conducting a thorough analysis of Ouai’s products, ingredients, pricing, customer feedback, sustainability, and customer service, we can confidently say that Ouai is a good brand worth investing in.

Despite sitting at a higher price point compared to some drugstore brands, Ouai’s quality and effectiveness are well worth the investment.

The brand’s commitment to using a blend of natural and synthetic ingredients and incorporating sustainability efforts into their practices positions them as a responsible player in the beauty industry.

Customer feedback and reviews also speak to the brand’s effectiveness and positive user experience. Ouai’s range of products caters to specific hair concerns, and their commitment to creating fuss-free and easy-to-use products aligns with their founder’s vision.

In comparison to other haircare brands, Ouai stands out with its unique product range, ingredient blend, and commitment to sustainability. We believe that Ouai’s brand story and values are reflected in their products and customer service, making them a reliable and trustworthy brand in the market.