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It's no surprise why fresh-as haircare brand OUAI (pronounced ‘way’) is still winning the beauty game. ICYMI, it's the brainchild of pro stylist Jen Atkin and she's shaped some of the sleekest celebrity manes to date (think Bella Hadid, Rosie Huntington-Whiteley and the Kardashian/Jenner clan). Here, Atkin (aka the CEO of freakin' good hair) lets us into her major hair tips...

Jen Atkin, creator of new haircare brand Ouai | ASOS Fashion & Beauty Feed

What's your favourite hair trend of 2017? 

I died over the Cher hair that Kim KW brought back.


What do you anticipate being a big trend next year?

Short is here to stay. I'm all about a really straight, A-Line shape and cutting into the bottom so it's still thick and healthy. The key is layering correctly for your hair type and face shape.

OUAI wave spray | ASOS Fashion & Beauty Feed

What's your go-to hair style for this summer? 

Beach waves. One of my favourite tricks for styling hair is 'the clip trick'. This is an easy, no-fuss way to get incredible, natural-looking waves. Spray damp hair generously with OUAI Wave Spray, then use crocodile clips to create a dent in the hair. Push the hair up at the root and clip into place, then push the hair up underneath it and clip that into place. Repeat until the entire head has been clipped and the hair is in an S-pattern. Leave to air dry or blow dry over then remove the clips, scrunch and you've got beach waves!


What's your number one hair policy for surviving summer?

I always suggest using a UV protectant to protect colour from fading and environmental damage. The OUAI Hair Oil creates a UV barrier, protecting and hydrating. You can also apply the OUAI Treatment Masque before hitting the beach to let the heat double activate for a deep conditioning treatment, while the artichoke leaf extract provides a barrier from the sun, salt and sand.

OUAI dry shampoo foam | ASOS Fashion & Beauty Feed

What hair product can't you live without? 

OUAI Dry Shampoo Foam. It can take hair up to four days between washes – it literally cleans your hair without soap or water.


Tell us a secret that most hair stylists won't tell you...

Most people buy their shampoo and conditioner from the same product line (volume, repair, clean, etc.) and don't realise that you usually need a different shampoo and conditioner variety for each. Fixing this common mistake can be the key to achieving your hair goals.

OUAI medium hair spray | ASOS Fashion & Beauty Feed

What's the best go-to hairstyle for festival season?

A top knot! Start by prepping hair with OUAI Wave Spray, then work OUAI Soft Mousse into the roots. Dry with a hair dryer using the smoothing nozzle and then blowout the hair using a small round brush. Add OUAI Texturizing Hair Spray before gathering into a ponytail and spritzing hair spray again, lightly backcombing the pony. Start creating the bun by doing a knot, bringing hair up and twisting underneath, then pulling the ends through the centre. Pin into place with bobby pins and finish with OUAI Matte Pomade to tame any flyaways.