Why We’re Loving Kim K’s Stylist’s New Haircare Line

You know all those celeb-stylists-turned-girl-bosses whose beauty lines are way over-hyped? Jen Atkin's is the anomaly.

By: Dani

We don’t know about you, but we were super excited when we first heard that @jenatkin was coming out with her own line of haircare products. Why? We totally trust anyone responsible for keeping the Kardashians/Jenner’s hair in check, obvi. Besides, Jen totally knows her shit and her debut line of products confirms it tenfold. The fact that her OUAI Haircare products were beautifully packaged and didn’t test on animals (!) was such a great surprise. After being sucked in by the flawless branding and countless positive reviews on YT, we went ahead a placed an order on their site and tried out the Texturizing Spray and the Wave Spray. But then we just had to try more, so we stopped to Sephora on the way home from work randomly and picked up a couple more products. here’s what we thought after we tried four products from the line.


Okay, we have to admit, one of the main reasons why we were so tempted to try out these products is because of the minimal, beautiful packaging. What can we say, we’re very visually-driven people, and as stupid as it is, packaging gets us. We get so annoyed by products, especially high-end or luxury, that come in packaging that is not #shelfie-appropriate or instagramable. Granted, we make a few exceptions, but generally speaking, we prefer to force my products to double as décor pieces. Judge if you must. Clearly, Jen was on a mission to design her packaging to be as gorgeous as the hair she styles. The OUAI Haircare products are so photogenic, we’re jealous. They have no bad angle and they capture the light perfectly. Even down to the coloring of the Wave Spray, the brand is perfection aesthetically-speaking.

We will say, though, the aerosol bottle used for the hairsprays is not the best option environmentally speaking. And glass is always better than plastic. That’s the only downer.


Right off the bat, we can tell you we absolutely love the smell of OUAI Haircare products. All of them. They’re fragrant, but still fresh and not overpowering. Some days we even spray our (clean) curly hair with the Texturizing Spray, which is also tied tightly into a bun, completely tucked away. Weird, we know, but it’s okay, we promise. Our favorite out of the bunch we tried is the scent of the finishing creme. O.M.G. When we tell you this smells amazing, we mean this smells amazing. All the other products have the same scent, and although they’re pleasant, they do still smell like a hair product, but not the finishing creme. It smells more like a luxe body creme or lotion. Whenever you stop by a SpaceNK or Sephora, have a sniff of this one and watch, you’ll want to buy it based on scent alone. Fair warning: they all have a very strong scent, so if you’re not into that, we say pass on Jen’s products.

Per the description, the Texturizing Spray is “like dry shampoo and hair spray had a baby”, but with our hair texture, we have no use for dry shampoo; our hair is coarse, very curly and quite kinky in some sections. We have very dry hair, so it takes a long time for our hair to get “dirty” or “oily” (we’re taking at least six weeks), and when our does hair get dirty, we prefer to just wash it and start all over again fresh. But when Jen said it can be used for adding that laid-back, textured vibe to straight (even clean) hair in Marianna Hewitt’s YouTube video, we figured, hey, why not give it a try? So when applying, we sprayed it only to the roots of our hair, followed by a round of (unnecessary) hair fluffing, and guess what? It worked. We were left with extra volume, which we’re always after since our hair is annoyingly thin. It also adds a pretty major hold that isn’t sticky at all, but can be a problem if you’re going for fluffy, fresh hair.

Normally, we don’t wear our hair bone straight. Like ever. Since our hair tends to get frizzy as the days/weeks go on, we like to take the safer route and add some texture after straightening it. We usually will put our hair into two big twists, which will get pinned up overnight, and the Finishing Crème is perfect to set them with.

Is Ouai Haircare worth the money?

At first glance when you see the OUAI Haircare products on the website, the prices don’t seem unreasonable. But then when you consider how much product it you’re getting for that price – the conditioners are only 8.4 ounces which is half the size of a standard conditioner – the tables start to turn a little. We think, relatively speaking, considering the performance and packaging of the products we’ve tried, they are fairly priced. Are they cheap? No. We think it really comes down to personal preference.

In terms of individual products, we just couldn’t repurchase the repairing conditioner for the simple fact that the bottle is tiny. We only use conditioner weekly, but we use it to co-wash our hair and always leave some in as on wash days. Of the 8.4-ounce bottle, we used a third of it in just a single use. So at $26 dollars a bottle, we’re paying almost $9 per wash and that’s just out of our current price range. For someone with silky texture hair, who would only use a minimal squeeze per wash, this size bottle might be worth the money.

Would you recommend or buy again?

There was nothing majorly wrong with the Repairing Conditioner, but we would not purchase it again. For one, it didn’t give us the slip we’re used to from our other conditioners (not that it claimed it would, just saying). The consistency was actually a lot thicker than we were expecting. And as far as a repairing conditioner, we would have to use it for a longer period of time to see any major results, we presume. But again, the bottle is SO small, we’d have to go out and buy two more bottles if we wanted to try it out for, say, three months, which we think is a fair amount of time to judge if a product is working for you or not. We’d literally go through this small bottle in one month. And even though we never buy wash-out conditioners with the expectation that they’re going to work some sort of magic on our hair—we only need a basic conditioner that simply gets the job done—for the price, it should’ve done something to our hair other than leave it refreshingly fragrant.

Now, the Texturing Spray and Finishing Creme? These are a go!

Final rating…

We’re giving Jen and her team a solid 4 out of 5 for OUAI Haircare. Double kudos to Jen for creating a modern brand that is almost 100% cruelty-free. So, if you’re new to buying cruelty-free cosmetics then using these products will be one of the easiest transitions ever. That said, got to give props to Jen A. for creating a brand that caters to the modern girl who wants to look but together without looking like she tried and being able to do it on the go. The products smell good enough to start an obsession, look good enough to include on your IG feed, and are totally cruelty-free, which is so great.

We should also mention that the customer service at OUAI is great, which is a super bonus to me. We emailed them using the online contact form one night, and then by the next morning we already had a response from someone from the team, who answered our question thoroughly.


Have you tried any products from Ouai Haircare? Did you love them? Let us know your experience in the comments section below.

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**FTC: this post is not sponsored and no compensation was received, however products were purchased with our own money. Opinions are our own, of course.**

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