The wait is over! Finally we can all have hair like the Kardashian-Jenner clan thanks to Jen Atkin's chic new hair care range, OUAI that launches exclusively today in Selfridges.
G: What inspired you to create your own range?
J: I struggled finding a hair care brand that I identified with, or spoke to me or my clients. There was no brand that engaged with its consumers and I wanted to correct that.
G: Who is the Ouai girl?
J: The OUAI girl works hard and wants to have fun. She is grounded, effortless, smart, and cool. Backstage we would do the models hair in 15-30 mins. I'm here to help every woman achieve this at home and at an affordable price of £20.
Our models were all referred from friends and represent the international spirit that OUAI is about-smart and cool.
G: What is Ouai-hair?
J: I am a minimalist and I want to encourage women to be themselves-have fun and get back to basics with their hair care. Hair care has become so serious and cheesy. I'm sick of giving women unrealistic ideals of what hair is supposed to look like. It's not reality. The world will treat you the way you treat yourself. I want women to feel good about who they are and take on the world!
G: Tell us about your products
J: I wanted to create luxury that is simple, classy and timeless in a world full of loud noise, at an affordable price point. Think of what Calvin Klein brought in the 90s after all of the noise of the 80s.
Designing the packaging was super- it's a huge part of my brands identity. I wanted it to feel sophisticated and sexy. Like something you would find walking through the perfume department in Liberty in London, Merci in Paris or Barneys in LA.
G: How has working with an esteemed list of clients helped you develop your brand?
J: Ouai is a direct-to-consumer brand, which means we will be present and quick. I am constantly asking for feedback from my clients and followers. I trial new formulas and products which helps me further understand what they want from hair products, allowing me to keep developing my range. I have a ton of "back to basics" as well as limited edition products that I cant wait to debut. There's so much more to come it's really exciting. Shop Jen's products
See our interview with Jen from earlier this year here
Kylie's birthday hair extensions cost a jaw-dropping amount of money