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Jen Atkin's new brand tested on different hair types

You've probably already heard of celebrity hair stylist sensation, Jen Atkin, who tames some of the sleekest tresses in the biz (name drop: Chrissy Teigen and the Kardashian/Jenner clan). Well, ICYMI she recently launched a haircare brand, Ouai, so some of us at ASOS HQ (of varying hair types) decided to try before you buy. The 'dos have spoken and the results are in, but hurry - they're flying out fast.
Collection of Ouai products, available at ASOS | ASOS  Fashion and Beauty Feed

Ouai to go

I have to confess, as with all products born out of celebrity origins, I was a little sceptical about this range - despite Jen's obvious expertise (have you seen Kim's poker straight locks and Chrissy's tousled lob?!). Happy to be proved wrong, I road tested some of her staple products along with the rest of the ASOS team. The short story: hella impressed.
Ouai Smooth Shampoo 300ml, available at ASOS | ASOS  Fashion and Beauty Feed

Smooth criminal

My verdict: I've got fine hair but a shed load of it, and boy is it curly (read: frizzy). With this in mind, you can bet I was v interested in a 'smooth' shampoo. It didn't disappoint. Like all the Ouai products, it smells divine and although it takes some muscle work to get the lather going the end results are v clean, super soft and totally fresh. Tell a friend. 


Ouai smooth shampoo 300ml, £22

Ouai Dry Shampoo Foam 150g, available at ASOS | ASOS  Fashion and Beauty Feed

Foam party

Junior editor Liz's verdict: being brunette, I tend to avoid many dry shampoos due to the dust they leave (and instantly age me by 15+ years...). This one comes in the form of a mousse, which I felt very uneasy about when rubbing into my third-day hair, but after 15 odd seconds of massaging into my roots, like magic, the residue seemed to evaporate and take all my oil with it. I don't know how it works, but it works.


Ouai dry shampoo foam 150g, £24

Ouai Texturising Hair Spray Travel 1.4oz, available at ASOS | ASOS  Fashion and Beauty Feed

The zhuzh effect

Junior editor Maybelle's verdict: you know those heavenly Gisele Bündchen I-just-came-out-of-the-ocean goddess waves? Yeah, this hair spray won’t give you that, but it does come pretty close. Think of it as a dry shampoo/hair spray hybrid, but without the chalky residue of the former, nor the sticky tackiness of the latter. Expect grease-be-gone roots and natural (not helmet) hold. A winner for my thick and unruly mane.


Ouai texturising hair spray travel 1.4oz, £10

Ouai Repair Conditioner 250ml, available at ASOS | ASOS  Fashion and Beauty Feed

Strength and condition

My verdict: due to years (make that nine) of highlights, a repair conditioner is right up my street. Luckily this one isn't full of empty promises, leaving my locks feeling less dry and fuller (which I arguably didn't need). One thing to note is that my 'do has so much volume that it takes a fair amount of product to get all up in there, which at £20 a pop makes this a difficult addiction to maintain - a weekly treat versus a day-to-day necessity.


Ouai Repair Conditioner 250ml, £20

Ouai Clean Shampoo 300ml, available at ASOS | ASOS Fashion and Beauty Feed

Pictures: Miles Drury

Clean as a whistle

Senior editor Caroline's verdict: don't be weirded out by the lack of lather here, your hair will feel super clean, trust. The smell is intoxicating, not like the sickly sweet shampoo smells I'm used to, a gorgeous really luxey scent. You might spend £22 but you'll feel a million bucks. Caution: double rinse hair, as without much lathering, it's very easy to miss bits of shampoo that haven't been washed out. 


Ouai Clean Shampoo 300ml, £22