clock menu more-arrow no yes mobile

Filed under:

Kardashian-Approved Haircare Line Ouai Has Officially Launched

Ouai Haircare

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Back in December, we revealed that hairstylist to the Kardashians, Jen Atkin, was set to debut the Diptyque of haircare lines. Although Ouai (pronounced "Way") won't be in Sephora stores until March, the sleek and surprisingly affordable line has already hit the brand's multifaceted e-shop, which offers everything from $24 dry shampoo to $26 wave spray to $28 hair oil.

And in case you're wondering just how Atkin manages the manes of Kim, Khloe, Kourtney, Kendall, and Kylie, Ouai's site also features a variety of hairstyling tutorials—which work best when combined with Ouai products, of course.

The packaging is pretty great, too, and does offer that minimalist Diptyque vibe:

A photo posted by Khloé (@khloekardashian) on