DESCRIPTION 35 SHADES TO GIVE IT A GLOW Your dream neutral palette is here. We read your reviews, watched your videos, and gave our bestselling OG—35O Nature Glow palette—a glow-up all because of you, babe. Still glam-packed with those super-wearable...

DESCRIPTION Shift into neutral with these beyond-blendable hues that always play nice. These knockout nudes can be mixed and matched—it’s a win no matter how you swipe. (Finish: matte and shimmer)   SHADE NAMES   ROW 1: Bare Play /...

DESCRIPTION Take your look from daytime to date night with this palette of stylish stunners. Neutral shades of taupe and camel are complemented by soft hues of purple, jade, and sapphire. With velvety matte and eye-catching shimmer finishes, these shades...

DESCRIPTION 18 SHADES THAT OWN UP Dare to bare all with these beyond-blendable neutrals that speak for themselves. Because being on display is just how you like it. (Finish: shimmer and matte)   SHADE NAMES   ROW 1: Unveiled /...

Description Each sweep of the fluffy Powder Brush feels whisper-soft against the skin. A lush and versatile tool designed for a light and even veil of loose or pressed powder, the Powder brush’s airy density and large round dome shape...

Description Wanna get rich quick?  This ultra-lux conditioner made for thick hair fights frizz and hydrates dry, coarser hair while detangling, strengthening, and adding shine.   Perfect For Frizz Dryness Damage/split ends/breakage Tell Me MoreLay it it on thick. Give...

Description Does your hair swing both OUAI’s? If you’re somewhere in between fine hair problems and thick hair problems, wash your way to a happy medium with this hydrating shampoo that cleanses, nourishes, and revives shine for medium hair types....

Description Turn the volume all the OUAI up with this thickening shampoo that leaves fine hair cleaner, stronger, and full of life.   Perfect For Dryness Volumizing Damage/split ends/breakage Tell Me MoreThis color-safe shampoo breathes life into fine, flat hair...

Description If you’re the Goldilocks of hair types, we’ve got the conditioner that’s justttt right. This Medium Conditioner is for strengthening strands that are in-between  Fine & Thick.  It fights frizz, battles breakage and adds shine for your healthiest hair...

Description A lightweight conditioner that adds volume, softness, and strength to fine hair types. So you can say “I’m fine” and mean it.   Perfect For Dryness Volumizing Damage/split ends/breakage Tell Me More You’re doing fine. This lightweight conditioner for...

Description This clarifying shampoo deeply cleanses away dirt, oil, and product buildup with detoxifying apple cider vinegar and hair-strengthening keratin.   Perfect For Oiliness Shine Flaky/Dry Scalp Tell Me More Been on a dry shampoo binge? This concentrated shampoo with...

Description Stop dreading wash day. A deeply moisturizing shampoo that cleanses thick hair while strengthening and fighting frizz.   Perfect For Frizz Dryness Damage/split ends/breakage Tell Me More A lux lathering, deeply hydrating shampoo for thick hair types, infused with...

Description Too busy to be frizzy.   Get on your OUAI to being frizz-free with Anti-Frizz Crème. Made with Upcycled Jackfruit, Beetroot Extract & plant-based polymer for long-lasting frizz control & intense thermal protection.   Perfect For Frizz control Hydration...

Description Clinically-proven to cut blow-dry time by 30%; alcohol-free.   Why It’s Wow  Reduces drying time (blow dry or air dry) by 30% or more Alcohol-free New technology works like shrink wrap to squeeze out water without dehydrating hair Heat...

Description All-day root lift + volume, never sticky or stiff, heat protection.   Why It’s Wow  Delivers major root lift without feeling stiff or sticky Contains proprietary elastomers that form a “spring” at the roots Root lifter that can be...

Description Powerful, ultra-moisturizing, anti-frizz treatment keeps dry/dehydrated hair and coily/curly hair glassy-smooth, straight and frizz-resistant through 3-4 shampoos.   Why It’s Wow  Award-winning water resistant technology blocks out humidity + locks in moisture to prevent smooth, straight styles from reverting back to...

Description Super-fine, non-greasy mist for extreme gloss and instantly healthy-looking hair.   Why It’s Wow  Flower-powered formula converts UV light into intense radiance Super-fine mist  All gloss, no grease Heat protection How to Use 1.  After styling, apply a light...

Description Luxe, light leave-in conditioner for instantly stronger, glossy, expensive-looking hair. For all hair types.   Why It’s Wow  Easy to use, instant transformation! Powerful detangler reduces breakage Strengthens strands to support healthy growth Moisturizes + de-frizzes for smooth, silky,...

Description The only 100% clean, sulfate-free shampoo that leaves no residues. For all hair types.   Why It’s Wow  One rich lathering, sulfate-free, residue-free formula for all hair types Unlike most shampoos, every ingredient rinses off for optimal hair and...

Description Instant big hair + sexy, long-lasting texture without stiffness.   Why It’s Wow  Unique moisturizing texture spray won’t dry hair or glue strands together Transparent texturizers won’t cloud or dull color Gives hair “guts” and long-lasting style memory Non-yellowing...

Description Glossing serum smooths frizz, temporarily seals split ends, prevents color fade, has UV + heat protection.   Why It’s Wow  Combines the conditioning benefits of an oil with the shine power of a serum Ultra-light, non-greasy Sparkling high-gloss finish...

Description Lightweight spray for all-day, flexible, brushable hold; Heat protection; Non-yellowing.   Why It’s Wow  Flexible, firm hold and style control that’s never sticky or stiff Won’t build up and is totally brushable Non-yellowing, doesn’t darken or dull shine Our...

Description Easy detangling and super weightless hydration for fine, thin hair; 3 levels of heat protection.   Why It’s Wow  Superlight hydrator and power detangler 3 levels of thermal protection keep hair safe from dehydration and dulling Won't oxidize and...

Description Easy detangling and rich hydration for thick, coarse hair; 3 levels of heat protection.   Why It’s Wow  Won't oxidize and turn hair yellow or brassy so your color stays glossy and bright 3 levels of thermal protection keep...