Ouai Dry Shampoo Foam. Ouai (pronounced "way") is the new "it" hair care company that was founded by celebrity hairstylist, Jen Atkin. She's most known for styling the Kardashian girls and like we all know by now, the Kardashians (love them or hate them) are pretty much the biggest trendsetters in the beauty world. Much like the Kardashians, Ouai has built an incredible social media following and gained a lot of beauty blogger fans along the way. Literally everything they've released so far has been raved and raved about, but no product beats the hype that surrounded the launch of the Ouai Dry Shampoo Foam. Yes, this is a dry shampoo in mousse form. Since this product was incredibly overhyped, I decided to give it a try on my dark wavy/curly hair.