Smooth operator: Ouai underscores importance of SEA with debut of new frizz fighting hair cream

By Amanda Lim

- Last updated on GMT

Ouai's new frizz-taming hair cream highlights South East Asia's significance to the company. [OUAI]
Ouai's new frizz-taming hair cream highlights South East Asia's significance to the company. [OUAI]

Related tags Hair care SEA

Ouai says its introduction of a new frizz-taming hair cream highlights South East Asia's significance to the company, with the brand also exploring opportunities in new markets across the region.

The US-based hair care brand introduced the product to the media in Singapore during a Sephora press event held on February 28.

“This is a new launch and we’re showing it here first for a reason. It’s because we understand the concerns of the people here,”​ said James Tuffin, director of communications, Ouai.

The Ouai Anti-Frizz Crème is set to launch on April 18 with Sephora SEA.

Speaking to CosmeticsDesign-Asia​, he highlighted that frizz is one of the major hair concerns across SEA, where humidity is high all year round.

Frizz is one of the major hair care concerns that occur due to various factors, including humidity, heat damage, lack of moisture, and the overall health of the hair.

It results in rough and unruly hair with a frayed appearance, which is why Ouai’s undisputed top product in SEA is its leave-in conditioner.

The bestseller claims to hydrate hair and while conditioning, detangling, and combating frizz. It also has heat-protective properties.

Another hot product in the region is its hair oil, which also claims to tame frizz.

The decision to debut the new product in SEA underscores the importance of the region to the brand.

“It’s very much an important region. We honestly do really well here. And I think it’s the perfect combination of having great products that just fit the lifestyle here. We also have an amazing partner in Sephora which help us understand the opportunities and how we can create products for this community.”


The new Anti-Frizz Crème claims to control frizz for up to 72 hours while providing heat protection up to 232°C. It also claims to reduce and repair split ends while conditioning and hydrating hair.

According to Tuffin, the product can be used on wet hair or dry hair. It can also be layered with other Ouai products like the Leave In Conditioner for better results.

It contains Squalane derived from olives, upcycled jackfruit, and beetroot extract for frizz control. The formula also has plant-based polymers that provide thermal protection.

According to its consumer study of 103 participants, 90% of participants agreed that their hair was less frizzy after using the product.

Furthermore, 97% agreed their hair felt soft and 93% said hair felt moisturised after application.

Happy Birthday Ouai

Ouai was founded by celebrity hairstylist Jen Atkins in 2016, making 2024 the brand’s eighth anniversary.

Moving forward, the company is keen to expand the brand’s footprint to the wider Asia Pacific region.

“We’re hoping to have some new market expansion. We can’t talk too much about it but we’re hoping to go to North East Asia maybe. It’s really exciting because we have been growing a lot as a brand internationally and internally we’re growing as well. It’s very, very exciting for us,” ​said Tuffin.

He teased that fans of the brand can expect more products from Ouai soon, including the long-awaited launch of a product with its popular St. Bart’s fragrance.

“Fragrance is really part of our brand DNA. Sometimes people come to us through our perfume. With St Barts, people are obsessed with it. We always get questions about it. So,we are happy to announce that its going to be coming in the summer here and it’s a hair and body mist.”

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