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

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

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.

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