The US-based hair care brand introduced the product to Singaporean media at a Sephora press event on February 28th.
“This is a new release and there’s a reason we’re introducing it here first, because we understand the concerns of people here.”James Tuffin, Director of Communications at Ouai, said:
Ouai Anti-Frizz Crème will be available on April 18th at Sephora SEA.
talk to Cosmetic Design-AsiaHe highlighted that frizz is one of the major hair concerns throughout Southeast Asia, where humidity is high all year round.
Frizz is one of the major hair care concerns caused by a variety of factors, including humidity, heat damage, lack of moisture, and overall hair health.
That’s why Ouai’s undisputed top product in Southeast Asia is its leave-in conditioner.
The bestseller claims to condition, detangle, and eliminate frizz while moisturizing hair. It also has properties that protect from heat.
Another popular product in this area is hair oil, which also claims to reduce frizz.
The decision to debut new products in Southeast Asia underscores the region’s importance to the brand.
“It’s a very important region. Honestly, we’re doing really well here. And I think having great products that fit right into the lifestyle here is the perfect combination. Also, Sephora We have great partners at , who help us understand opportunities and how we can create products for this community.”
Frizz is gone
The new Anti-Frizz Cream 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 moisturizing your hair.
Tuffin says the product can be used on wet or dry hair. You can also layer it with other his Ouai products such as leave-in conditioners for better results.
Contains olive-derived squalane, upcycled jackfruit, and frizz-fighting beetroot extract. This formula also contains plant-based polymers that provide thermal protection.
According to the company’s consumer survey of 103 participants, 90% of participants agreed that their hair became less frizzy after using the product.
Additionally, 97% said their hair felt softer and 93% said their hair felt moisturized after application.
Happy birthday dear
Ouai was founded in 2016 by celebrity hairstylist Jen Atkins and will celebrate its 8th anniversary in 2024.
Going forward, the company is keen to expand its brand footprint into the wider Asia-Pacific region.
“We’re looking forward to expanding into new markets. I can’t talk too much about that, but we’d like to go to maybe Northeast Asia. We’re growing a lot as a brand internationally, and we’re looking forward to expanding into new markets. It’s really exciting because we’re growing internally as well. That’s very, very exciting for us.” Mr. Tuffin said.
He teased that fans of the brand can expect more products from Ouai in the near future, including the launch of a long-awaited product featuring the popular St. Bart’s fragrance.
“Fragrances are really part of our brand DNA. Sometimes people come to us through our perfumes. People are obsessed with St. Barts. We get questions about it all the time. That’s why we’re excited to announce that our hair and body mist will be available in the summer.”
