Ouai How to pronounce: Way Claim to fame: Lob inventor and Kardashian glam squad ringleader Jen Atkin founded Ouai in 2015 with the launch of Wave Spray ($26), a styling spritzer that makes it ridiculously easy to get that coveted beachy look even if you're living that landlocked life. Image Source: Unsplash / Jake Peterson Wave Spray $26 from shop.nordstrom.com Buy Now