Magazine
2 articles on Ouai, written honestly and updated as things change.
Beauty
OUAI's hero hair oil is around £30. The Wave Spray is around £24. A complete routine runs £100+. The British indie scene matches OUAI on quality across most of the range, often beats it on ingredient honesty, and undercuts it meaningfully on price. Here are the names worth knowing.
£24 for a Wave Spray. £30 for a hair oil. £28 for a shampoo. Founded by Jen Atkin in 2016 and quietly sold to Procter & Gamble in 2022. The hero products are real; the indie-founder story is now mostly marketing. Is the cult bottle still worth your money?
