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Beauty Secret: Ouai Haircare Treatment Masque

Even if social media doesn’t matter much to you, having 2.1 million followers on Instagram is pretty darn impressive — and the creator of Ouai Haircare (pronounced “way”), celebrity hairstylist Jen Atkin, has just that. Which means she knows a thing or two about hair.

She also has a product that will easily impress millions: Treatment Masque.

Meant for hair that’s been thrashed by anything and everything — heat styling, overprocessing, dry conditions, you name it — Treatment Masque restores strands with just one application. The formula comes in a single-use packet and contains a host of do-good ingredients: Tamarind seed extract acts as a moisture barrier, essentially locking in hydration; smart keratin bonds to the hair cuticle, filling in cracks to impart smoother, shinier hair; and artichoke leaf extract blocks UV rays, helping to prevent oxidization of hair color (real or fake). Another ingredient — one that needs its own sentence as it’s imperative to aging hair — is an amino acid blend, which rebuilds hair’s strength. (Quick primer: Hair is made up of protein; amino acids are the basic building blocks of protein; protein declines as we age; adding in amino acids rebuilds those blocks, so to speak).

To use, smooth evenly through hair and leave on for 5 to 10 minutes. Then rinse. You can apply it once a week or daily (for coarser hair), depending on your level of damage. The rich mask is lightweight enough to leave hair with beautiful bounce no matter how often you apply it. The best part (aside from how velvety smooth hair feels with just one use): The scent, a tropical mix of rose, bergamot, lychee, cedar wood, and white musk, will transport you to the exotic locales Atkin’s A-list clients haunt.

Who minds a little sensorial assist while treating her hair? Not us.

Available at theouai.com, $32 for a box of eight.

Photo: Tim Mossholder

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