When Ouai launched its first product, a curl jelly, they missed the mark, something the brand fully admits. It's why for the brand's latest launch, they reached out to 150 curly-haired Ouai fans all over the US (pre-pandemic) and listened to their top hair concerns and desires, and then developed a new product based on their feedback. The result? The Ouai Curl Crème (£15), which comes in both a fragranced and unfragranced version (so that you can use a gel over it without layering too many different competing smells), and in a large recyclable tube.
Tested on curl types 3A to 4C, the rich hydrating and shaping cream doesn't contain silicone, but it does contain a slew of oils including linseed, chia, babassu, coconut, and soybean, which together help to leave curls and coils soft, shiny, moisturised, smooth, and defined.