OUAI

OUAI is a haircare brand that creators reach for when they want something that smells nice and feels like a treat, but the actual performance can be inconsistent. The Leave In Conditioner is the most talked-about product, and it's divisive: one creator found it impossible to use without making her hair oily or sticky, while another liked it for detangling and heat protection. The Detox Shampoo gets a straightforward recommendation for weekly buildup removal, and the Scalp Serum is pleasant but unproven so far. If you're after reliable results, you might find better options elsewhere.