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If you’ve tried anything from hairstylist Jen Atkin‘s hair-care brand, Ouai, then you know that everything (yes, even the pet shampoo) smells really fucking good. Well, folks, they know that you know, which is why on November 13, Ouai is launching not one, not two, but four eau de parfums to join the existing lineup of hair products.
As Allure exclusively reports, the brand’s first-ever fragrance collection is comprised of four unique scents, each named after Atkin’s favorite streets located in some of her favorite cities around the world. Mercer St., with notes of Italian lemon, Turkish rose, jasmine sambac, iris, lily, and white musk, evokes New York’s downtown-cool sensibility, while North Bondi, which contains bergamot, rose de mai, and violet, captures the surfer in their element. Rue St. Honoré is the olfactive equivalent of Paris in the springtime thanks to notes of violet, gardenia, and ylang ylang, and Melrose Place distills the spirit of Los Angeles into a heady blend of bergamot, lychee, and cedarwood.
“We received an unbelievable number of DMs from our community [asking us] to make scents they could actually wear,” Atkin tells Allure, mentioning the fact that their limited-edition rollerball set from last year sold out in a matter of days. (For those who were lucky enough to snag a trio, you’ll soon be able to shop full-size versions of each eau.) “I worked really hard crafting the perfect scents, inspired by fine fragrances with the team at [Swiss fragrance house] Givaudan. I found my favorites and mixed them all together — I wanted the line to smell specially curated.”
In an industry characterized by signature scents and marquee fragrance families (consider the empire of Chanel No. 5 and its numerous offshoots, for example), it’s clear that Atkin wanted to shake things up by introducing four unique EDPs all at once. In our interview, Atkin says she decided on multiple eaux after “realizing how many girls were interested in our fragrances via DM,” and that naming them after her fave destinations was her way to “laud our girls around the world.” After all, the only thing better than one Ouai girl? Four of them.
At $56 for 1.7 fluid ounces, Ouai’s fragrances are something that upscale scents rarely are: affordable. “Ouai is and has always been about attainable luxury,” Atkin says. “The price point was really important to us.” And in typical Ouai fashion, the bottles are chic as hell. They were designed in partnership with New York City-based branding and marketing firm Case Agency, who also counts Summer Fridays as a client. (Remember those aluminum tubes? Yeah, we thought so.) “We were inspired by Chanel in the 1920s: simplistic, luxe, and chic,” Atkin reveals. “The bottle itself took us a while to perfect because we wanted to make sure it was perfect.”
At its best, purest form, perfume is evocative and subjective. You may be one to wear glitter eyeliner one day and a statement lip the next; so too should you have the option to switch up your perfume based on your mood. It’s a feeling Atkin identifies with. “I think fragrance is so personal, which is why we came out with a range of scents,” she says. “[Which one I wear] depends on how I’m feeling that day or what city I’m in.”
Ouai’s fragrances will be available November 13 exclusively at theouai.com, and will retail for $56 each. If you want to get an early crack at the brand’s latest, you can sign up for the wait list right now.