OUAI is a DTC hair-care company known for its salon-quality products, created for all hair types and concerns. Their products include shampoos, conditioners, hair treatments, body lotions, and perfumes. 

OUAI uses their navigation to quickly connect customers with the right product by featuring pre-filtered product listing pages (PLPs) for hair type, texture and concern. 

OUAI's homepage provides a holistic view of the company by featuring collections, products, the company’s mission, blog content, and featured collaborations. The website incorporates fluid animations to transition users throughout the page, creating a seamless and relaxing scrolling experience.

Throughout the site, OUAI's product cards include a quick add and a wishlist feature so customers can add the product to their cart immediately or save it to their account for later.

For customers looking to discover even more about their products, OUAI's product detail page (PDP) offers a ‘Tell Me More’ pop up with information about how to use, ingredients, recycling instructions, and the details of the product. The PDP uses visual storytelling through animated color changes to connect with the specific scent of each product.

The mini cart clearly indicates when a customer has hit free shipping and reminds them about different payment options through Klarna or Catch. To encourage customers to try new products they also offer free samples, which are also promoted in the promo ticker bar on the site.