Notes From... OUAI's Jen Atkin
Hairstylist to the stars, haircare expert and OUAI founder, Jen Atkin, sits down with Liberty to reveal the secrets behind the brand
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Notes From… OUAI’s Jen Atkin
Hairstylist to the stars, haircare expert and OUAI founder, Jen Atkin, sits down with Liberty to reveal the secrets behind the brand
Photo by Mike Rosenthal
If we do say so ourselves, this year’s Liberty Beauty Advent Calendar 2024 might just be our best edition yet. Ahead of the countdown, we caught up with the founders behind some of the best brands in the calendar to find out why this year’s selection of products is quite so special.
From internationally renowned fragrance houses to game-changing skincare stars and legendary makeup names: these founders really know their stuff and, exclusively for Liberty, they’re revealing the tips and tricks you need to know about the items waiting for you in each Liberty print drawer.
If you want to keep the mystery alive until December: consider this your spoiler warning, if you don’t mind a little teaser: get set for tips, tricks and insider stories from the very best in the beauty world.
This year's edition may now have sold out, but if you're looking for an alternative beauty treat for Christmas: we have just the thing. Discover our legendary Christmas Beauty Kits and Crackers: guaranteed to add a touch of glam to this year's festive proceedings.
This week’s note comes from Jen Atkin, founder and co-owner of the beloved haircare brand OUAI. Master of the effortlessly elegant look, and created based on Atkin’s determination to make the aesthetic achievable for all hair types, OUAI has gained a reputation for it’s high impact, oh-so-chic and subtly playful ethos.
As OUAI’s Detox Shampoo makes its debut in the Beauty Advents Calendar, we sat down with Atkin to bring you the tips and tricks you need to know when you find it in one of the Liberty print drawers.
The Liberty Beauty Advent Calendar 2024
The Liberty Beauty Advent Calendar 2024
How would you describe OUAI n one sentence?
At its core, OUAI is a socially connected, community driven haircare and beauty brand, designed for all hair and skin types, creating accessible, luxury products that help our customers live life their OUAI (because we can’t resist a pun!).
What’s one thing you’ve learned since you launched, that you wish you had known sooner?
OUAI was built based on what I was hearing from clients , friends, and followers and what they wanted in a haircare line, and what I, as a customer, wanted in a brand and couldn’t find. We launched in the US first and I was so surprised with the global demand because of social media and I wish I was more prepared for the fans of the brand across the sea to get our products.
Why did you create the Detox Shampoo?
We saw that there was a gap in the market for a clarifying, detox-type shampoo that was effective at removing dirt, oil and product build up (a big one) and still smelled great. So many other products on the market either weren’t powerful enough or had a specific smell that made them less enjoyable to use. With our formula, we were able to incorporate effective ingredients like apple cider vinegar, while still offering a great-smelling shampoo.
OUAI Detox Shampoo
What’s your favourite thing about it?
It works…and still smells great! Melrose Place works perfectly in the formula and it felt like we updated something that wasn’t considered a sexy product.
Do you have any expert tips, or favourite ways to use it?
Yes! Tip #1 is technically part of the directions but can get overlooked – make sure to really apply the product on your scalp, not just on strands, and let it sit for a good two minutes before rinsing. This helps the product to really work its magic. Tip #2 is if you want an even deeper clean, mix Detox Shampoo with Scalp and Body Scrub in the palm of your hand and work the mixture into your scalp. This will help give your scalp both a gentle physical and chemical exfoliation, removing all that dirt, oil and build up. And for even more scalp TLC, follow with Scalp Serum after your shower.
When it comes to advent calendars: are you an “open all at once” or a “strictly one day at a time” person?
One day at a time! It’s tempting to go all in, but I love waking up each morning and getting to start the day with a little surprise treat.
