OUAI means YES, in that casual Parisian way. Oaui was founded by celebrity hairstylist Jen Atkin, who takes care of the hair of the Kardashians, among others. The shampoos and conditioners are sulfate-free and use smart kertain to restore and improve hair strength. Even their styling products are designed to nourish the hair and bring back its natural beauty. With this approach, Ouai makes it easy for you to achieve your best hair ever, even when you're busy.