If you have curly hair, you’ve come to the right place—and if your texture is anywhere from wavy to coiled, today’s launch offers the solution to our biggest nightmare: frizz. Introducing OUAI Curl Cream ($32) in scent North Bondi, the ultimate fix for all of your ringlet woes like wild flyaways and volume loss with the added bonus of a beautiful, tropical scent.
According to the brand, OUAI worked with more than 200 members of their community to make this formula, each boasting a wide variety of curl types. Throughout the coarse of one year, these members provided feedback on the formula, packaging and texture, ultimately influencing the exact product we’re holding in our hands today: an all-encompassing cream that works for any and every curl.
The community of testers also helped conclude that an unscented formula is a necessity, a finding the brand notes as a big step as scent is an integral part of each existing collection. Launching on 2/1, the fragrance-free sister to this curl cream will be available both in Sephora stores and online at sephora.com.
Just as the cream suits any hair type, it also suits all sorts of different hair-care routines. From the wash-and-go type to the strict styler, scrunching this cream through your hair will give you the glossy, bouncy curls of your dreams thanks to the diverse, silicone-free ingredient lineup. Included in the bottle is chia and linseed oils to form and shape the curls, coconut oil to hydrate and seal, and babassu oil to strengthen and enhance shine.
OUAI harnessed the power of their community for its launch campaign and sought them for all content including before and afters and vlogs. The results? Nothing short of spectacular.