NEW look, NEW formula, NEW shower essentials are coming your OUAI. Introducing FINE, MEDIUM, and THICK Shampoo & Conditioners, available to everyone on theOUAI.com on February 21 and at Sephora February 24. When we said, “Life is hard, looking good should be easy,” we meant it. So much so that we reformulated our Shampoos and Conditioners with one goal in mind: to simplify how you shop for care products and be realistic about what we promised.
Since we launched back in 2016, the daily care space has become noisy and hard to navigate, with most options out there formulated as only problem and solution based. But after all the conversations we’ve had with our community, one thing became clear: hair, like life, is a little more complicated than that. People have multiple hair concerns. It’s okay to have frizzy hair that needs a little damage control. And it’s just as okay to want volume and reparative properties.
Enter us. We’ve simplified the process and created a one-and-done solution designed for the most common concerns of each type of strand—fine, medium, and thick. Each formula is tailored to maximize the health of each individual strand while tackling each hair type’s biggest challenges. So that you can stop using multiple products and start getting your healthiest hair to date.
Think of your shampoo and conditioner like a face cleanser—starting with a good foundation is key. And styling products are like makeup—the tools you use to achieve a specific look. To lay the healthiest groundwork for your hair, we kept our new Shampoos and Conditioners paraben-free, SLS & SLES free, gluten free, pthalate free, and safe for keratin and color-treated hair.
The best part of all of this? We went greener: Our new Shampoo and Conditioner packaging is made with recyclable bottles made from 20% post-consumer recycled materials! Plus, we launched a refillable pouch that will allow us to reduce our carbon footprint by 30% and let you order three bottles worth just in that one pouch!
Now, without further ado, meet the members of our new Shampoos and Conditioners (all of which smell like Mercer Street, the same fragrance from our OG formula with notes of Italian Lemon, Turkish Rose, jasmine and musk):
- FINE Shampoo & Conditioner: When volume is just a button on your phone, reach for Fine Shampoo and Conditioner, dedicated to gently cleansing and nourishing hair, fortifying strength, and adding weightless body and volume with help from biotin, hemp seed extract, chia seed oil, and keratin.
- MEDIUM Shampoo & Conditioner: Profile pic need an update? Medium Shampoo and Conditioner have just the right amount of cleansing and nourishing power to leave hair feeling soft, healthy, and shiny. Hard at work in this formula are kumquat fruit extract, babassu oil, coconut oil, and keratin.
- THICK Shampoo & Conditioner: If your biceps are from blow drying, our thick group said you want a Thick Shampoo and Conditioner that’s super hydrating, frizz fighting, and strengthening. Here she is—made with marshmallow root, Shea butter, avocado oil, and keratin.