After struggling to find a 'cool and curated' haircare brand, influential hairstylist to the stars Jen Atkin - her impressive client list includes Kim Kardashian, Katy Perry and Jennifer Lopez - decided to establish her own line with ouai. Pronounced 'way', the label is like a 'breath of fresh air', standing out with its sleek packaging and luxury ingredients, such as the biotin, hemp seed extract and chia seed oil that comprise this fine hair conditioner.