Jen Atkin, founder and CEO of Ouai, set out to create luxury haircare products that were affordable and easy to use after working as a hairstylist and not seeing options like that on the market. Since the brand's launch in 2015, many products from the line have become haircare staples for both hairstylists and beauty novices alike. Atkin has created products that are easy to use, self-explanatory, and, best of all, really effective. Plus, the packaging is created with the contemporary beauty-lover in mind so the products can be featured in every #shelfie.
The Wave Spray ($26) is a great introductory product to the brand. It uses rice protein to enhance natural curls and give hair the effortless beachy vibe that looks perfectly undone. All you have to do is mist it into damp or dry hair, scrunch up the strands a bit, and you're good to go.
