From the beginning, our OUAI way has been to create products that, because they are simple, effective, and easy to use, stand out in an overcrowded market. Real products for real life, as we like to say. In order to achieve this goal (and we think we have), we carefully consider each and every ingredient that goes into our formulas. Why? Because the right ingredients matter to your hair’s health and to you. We want to make you feel comfortable and confident in the products you use everyday. If we can develop formulas that work just as well without weird harmful ingredients - why wouldn’t we? Here’s what you'll never find in anything your buy from us.


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Sulfates -Unlike most drugstore brands, you won’t find sulfates in any of our products. Sulfates seem great (they lather nicely and leave your hair feeling squeaky clean) but much like going back to an ex, they’re nothing more than a quick fix. Without sulfates, which are essentially a detergent, the hair follicle actually strengthens (!!) making it easier for your strands to retain moisture and color - in other words, no sulfates means no breakage, no frizz and smoother styling. Oh and did we mention all the dough you cough up at your colorist goes a lot further without harmful detergents fading your look with every wash? Hands clapping emoji.

Parabens and phthalates- The number of brands that use parabens and phthalates (a preservative and a gelling agent, respectively) to increase shelf-life or extend wear time in the hair is downright shocking. Don’t worry, we aren’t one of them. Instead of risky chemicals like these (links to cancer? No thanks), our products include bonds like Smart Keratin designed to target damaged strands and then work to repair them. Healthy hair is better hair.

In short; no matter how good a product works or smells, potentially harmful ingredients are not cool.

What is cool? Things like Texture-Building Copolymers, Seed and Oil extracts, Volcanic Minerals and our OUAI Smart Technology Complex - which targets the most damaged areas of the hair to repair the hair cuticle, replenish moisture, and provide protection. Hair can (and should be) easy.