When you’ve tried something from hairstylist Jen Atkin’s hair-care model, Ouai, then you recognize that every little thing (sure, even the pet shampoo) smells actually fucking good. Nicely, people, they know that you recognize, which is why on November 13, Ouai is launching not one, not two, however 4 eau de parfums to hitch the present lineup of hair merchandise.

As Attract solely studies, the model’s first-ever perfume assortment is comprised of 4 distinctive scents, every named after Atkin’s favourite streets situated in a few of her favourite cities world wide. Mercer St., with notes of Italian lemon, Turkish rose, jasmine sambac, iris, lily, and white musk, evokes New York’s downtown-cool sensibility, whereas North Bondi, which comprises bergamot, rose de mai, and violet, captures the surfer of their factor. Rue St. Honoré is the olfactive equal of Paris within the springtime due to notes of violet, gardenia, and ylang ylang, and Melrose Place distills the spirit of Los Angeles right into a heady mix of bergamot, lychee, and cedarwood.

“We obtained an unbelievable variety of DMs from our group [asking us] to make scents they might really put on,” Atkin tells Attract, mentioning the truth that their limited-edition rollerball set from final yr bought out in a matter of days. (For many who had been fortunate sufficient to snag a trio, you may quickly be capable to store full-size variations of every eau.) “I labored actually arduous crafting the right scents, impressed by superb fragrances with the staff at [Swiss fragrance house] Givaudan. I discovered my favorites and combined all of them collectively — I wished the road to odor specifically curated.”

In an business characterised by signature scents and marquee perfume households (take into account the empire of Chanel No. 5 and its quite a few offshoots, for instance), it is clear that Atkin wished to shake issues up by introducing 4 distinctive EDPs unexpectedly. In our interview, Atkin says she selected a number of eaux after “realizing what number of women had been considering our fragrances through DM,” and that naming them after her fave locations was her approach to “laud our women world wide.” In any case, the one factor higher than one Ouai lady? 4 of them.

At $56 for 1.7 fluid ounces, Ouai’s fragrances are one thing that upscale scents not often are: reasonably priced. “Ouai is and has all the time been about attainable luxurious,” Atkin says. “The value level was actually necessary to us.” And in typical Ouai style, the bottles are stylish as hell. They had been designed in partnership with New York Metropolis-based branding and advertising and marketing agency Case Company, who additionally counts Summer time Fridays as a consumer. (Bear in mind these aluminum tubes? Yeah, we thought so.) “We had been impressed by Chanel within the 1920s: simplistic, luxe, and stylish,” Atkin reveals. “The bottle itself took us some time to good as a result of we wished to verify it was good.”

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At its greatest, purest type, fragrance is evocative and subjective. You might be one to put on glitter eyeliner at some point and a press release lip the subsequent; so too ought to you’ve got the choice to modify up your fragrance based mostly in your temper. It is a feeling Atkin identifies with. “I feel perfume is so private, which is why we got here out with a variety of scents,” she says. “[Which one I wear] is dependent upon how I’m feeling that day or what metropolis I’m in.”

Ouai’s fragrances might be out there November 13 solely at theouai.com, and can retail for $56 every. If you wish to get an early crack on the model’s newest, you’ll be able to join the wait checklist proper now.



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