Ouai sets the stage for relaxed, undone tresses

BY Gisselle Gaitan

The celebrity hairstylist and founder of hair care line Ouai, Jen Atkin, wants to help consumers achieve that effortlessly chic, undone look with their tresses by introducing the brand’s latest innovation, dry texture foam.

Free of parabens, sodium chloride and formulated without being tested on animals, this new product is infused with rice protein to add hold and memory for a soft, reworkable, beachy texture that may last for several days. Rice protein also protects hair fibers from oxidative damage due to solar radiation, and protects hair keratin from degradation, the Los Angeles-based company said.

Aside from protecting and styling, the dry texture foam also contains Ouai’s No. 2 fragrance, which features notes of bergamot, Italian lemon, Rose De Mai, magnolia, lily, blackberry, violet, cedar wood, amber, patchouli, sandalwood and white musk.

To use the foam, users need to apply a quarter-sized dollop onto their palm and apply to dry or damp hair from the ends up for a beachy lived-in style.

Ouai’s dry texture foam comes in a 4-oz. size that retails for $28, and is available for purchase on the company’s website, where further product information also may be found.


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