In a rare turn of events, I'm here today to tell you how pleased I am with the buzziest new product on the market: Ouai's Dry Shampoo Foam. It's not infrequent that I stumble upon a product on Instagram—in this case, Jen Atkin's Instagram teasing the product pre-launch—direct message it to Tom and Brennan, with the caption "WE NEED THIS." (Most recently it was Lebon Toothpaste...has anyone tried it?) My initial excitement aside, new products are rarely life-changing. At the end of the day, they go back in the beauty closet and we move on with our lives.
But this foam, guys. This foam. Can I just say how refreshing it is to receive a product that's buzzy and innovative and exciting—that actually WORKS?! It has the touch and feel of a mousse, which makes the first time you use it feel a little precarious, like you're going to ruin your already gross hair by smashing goo on top of it. But the formula works similarly to the Shu Uemura Dry Cleaner spray that launched last year: It makes the hair slightly damp (and smell a little like alcohol and white florals mixed together) while absorbing oils and reviving your roots as you massage it all around your scalp.
Maybe you saw on Instagram Stories last Friday, when Nadine Head-Gordon volunteered to have me smash a mound of this stuff into her head the moment we received it? I took about a golf ball-size amount, split it between two hands, and started to rub on either side of her part. For a second there, things were looking, shall we say, not good. But keep rubbing! And also use a little less than the golf ball-sized amount. Start with a ping pong ball instead and keep adding as your unwashed, disgusting hair needs it. I learned this when I sneack-attacked Kelly Mittendorf from behind with a handful of foam yesterday. She was freaked, but for way less time than Nadine. (Both gave me positive reviews by the end of it.)
The result is simple and perfect: tousle that holds and hair that looks, if not feels, cleaner. It has lift, it has that matte fluffiness you're always chasing but never quite achieving, and it smells better (important if you haven't washed in a while). Buy it because you're out of your current dry shampoo formula and looking to spice up your life. Or, buy it to smash into your friends' heads with little to no consequences. The choice is yours!
Photographed by Tom Newton.