Living Proof Vs OUAI

Living Proof Vs OUAI Guide 2024 | Which Hair Care Brand Is The Better Choice?

Living Proof Vs Ouai? Which is the better hair care brand? Whose shampoos should you buy? Find out in my article below! 

Living Proof and Ouai are among the two most talked about hair care brands. These salon-worthy brands are slightly more bougie than your average drugstore products and each of them have an almost cult-like following.

But to what extent are brand testimonials true? Are there any products in these brands’ production lines that you should buy? And how do they compare when pitted against each other?

I’ve done a detailed analysis of both Living Proof and Ouai and then compared the two brands to give you an insight as to which is better. 

At a glance:

  • Which Brand Is More Affordable – Both the brands offer the same price for the same quantity (there is a negligible difference)
  • Which Brand Is Better For Hair – The Living Proof brand is better if you have color-treated or damaged hair but for sensitive scalps and hair issues like dandruff, oiliness, etc. the OUAI shampoo is better. 
  • Which Brand Is Vegan? Both the brands are not completely vegan. Some vegan products are however available. Discretion is advised. 
  • Which Brand Is Cruelty-Free? Both the brands are completely cruelty-free. However the parent companies that have bought the brands aren’t. 

Why You Should Trust Haireveryday?

The author of this article, Leah Marie Priest has a degree in Cosmetology with years of experience in dealing with hair care, scalp care, and hairstyling. As someone who extensively deals with all kinds of hair textures, products, styling methods and more, hair Leah Marie knows what kind of products and procedures suit each hair type and person. We have also tested these hair products and processes ourselves to provide you an unbiased review about every product. Each of our articles are also reviewed by a team of medical professionals so that you get the most accurate and expert-reviewed information.

Living Proof Vs Ouai

I chose to compare both of these Living Proof products as I have used them before and both of them have a similar function. They are both sulfate-free clarifying shampoos that are supposed to remove excess oiliness and grime while making hair bouncy and voluminous.


Ingredients For Ouai Shampoo

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Ingredients For Living Proof Shampoo


Let’s start with the price. 

I bought the 233ml bottle of the Living Proof shampoo for the price of $30 while the OUAI Detox shampoo cost me about the same for the 300ml bottle. So technically, the OUAI one is cheaper but the difference in quantity is really negligible. 

Formula & Ingredients:

I’ve used both these shampoos before and I’ve noticed that the Living Proof shampoo has a more liquidy texture while the OUAI is more gel. 

The OUAI shampoo also lacks foaming agents so it might not lather well but that doesn’t mean it won’t clean your hair. So there is a risk of people using more of the product as they might think it’s not working.

Living proof on the other hand gets lathers very easily. 

However, the OUAI shampoo is less gentler than the Living Proof one as it contains Sodium C14-16 Olefin Sulfonate, a surfactant that can irritate sensitive skin. It also contains Isopropyl Alcohol to give that gel texture which might also irritate scalps with severe eczema or other conditions.

Living Proof doesn’t contain Sodium C14-16 Olefin Sulfonate or Isopropyl Alcohol. But it does have a lot of added fragrances which are known to trigger sensitivities. There are also a lot of artificial preservatives. 

So all things considered, Living Proof is actually a lot harsher than the OUAI shampoo.  

Effects On Hair:

My hair is thin and straight in texture and I also have an oily scalp problem. So I really needed a good clarifying shampoo to keep my hair free from buildup and grease. 

However, I also have color-treated hair and as most clarifying shampoos contain Sodium Laureth Sulfate and Sodium Lauryl Sulfate I couldn’t use them as these surfactant strip colors.

So I first used the Living Proof shampoo as I liked the fact that it was not only sulfate-free but also vegan, cruelty free and sustainable. 

It contains a proprietary Amino Cleansing Complex that cleanses your hair and not surfactants. 

The shampoo did do its job but I saw that there was a lot of hair fall as I continued using this shampoo regularly. 

Which is when I decided to move on to the OUAI detox shampoo. I found the gel texture a bit weird at first but soon got a hang of how to use the shampoo. 

It was more strongly clarifying than the Living Proof shampoo but my hair actually didn’t mind that. 

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I also liked that it had chelating agents which are ingredients that help remove mineral deposit from hair. As someone who lives in a hard water area, you have no idea how beneficial this was! 

About Living Proof

Living Proof is a hair care brand that was started in 2005 by a bunch of scientists, hair experts and venture capitalists most notably the hairstylist Michelle de Rosa and biotechnologist Dr Bob Langer, Ph.D. 

living proof shampoo review

The company is now partially owned by Unilever with celebrities like Jennifer Aniston having a stake in it. So now you know how “The Rachel” gets its legendary volume! 

The motto of Living Proof is “ Science in Action” which means their hair care philosophy is to use scientific formulas, biotechnology and research to create products that solve all your hair needs.

So it’s no wonder that this brand has 120 global patents and 44 types of products that suit all hair types and textures. 

The pricing for Living Proof is sort of mid range as the products range from $15-$150. The company HQ is also based in Boston, Massachusetts. So all the products are manufactured in the USA. 

Living Proof is a 100 percent vegan brand, however the parent company that owns this brand, Unilever, is not. Some Living Proof products are vegan while others are not. 

Coming to their commitment to sustainability, Living Proof does come in plastic packaging but I was glad to see that they have a partnership with TerraCycle to recycle their empty containers. 

About Ouai

ouai detox shampoo

I love hair care brands that are co-founded by hairstylists themselves. I feel they have a knack for getting it right as they are intimately involved in hair care and know better than anyone else what our hair needs. 

So when I heard that celebrity hairstylist Jen Atikin has got her own range of hair care products, I was thrilled. 

Atkin is stylist to celebs like the Kardashians and Chrissy Teigen (who she’s best friends with) and also owns the very popular hair magazine Maneaddicts. 

who owns ouai brand
Source: Instagram@jenatkinhair

Ouai is co-owned by her and Dr Lamees Hamdan who is a skincare specialist based in Dubai. 

One of the main draws of this brand is the scent. Ouai is a leading manufacturer of not just hair care products but also skin care products and fragrances. In fact, you can even sort by perfumes to get the products online. 

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If you’re wondering what their name means, OUAI is the casual French word for “yes”. So it is about saying “yes” to products that are good for your skin and care.

OUAI has recently been purchased by the top conglomerate Procter and Gamble as reported by Forbes. When they went public on NASDAQ their value was about $13.6 billion. 

Before you ask, yes OUAI is a cruelty-free brand and some of its products are also vegan. However the brand Procter and Gamble is not cruelty-free. 


What was the OUAI controversy about?

The controversy about OUAI had nothing to do with their hair care line. They were actually accused of copying the design of one of their candles from a indie brand called DEHV. 

Is OUAI good for natural hair?

Yes it is. All of OUAI’s products are sulfate-free and free of harmful chemicals like parabens. This makes it very gentle on curly natural hair so you can  use it without worry. There are certain OUAI shampoos like the Detox shampoo that might be too harsh for everyday use. But there are also several other shampoos, conditioners, serums, etc. that contain ingredients that suit natural 4c hair. 

Is Living Proof good for fine hair?

Yes it is! All of the products from Living Proof are sulfate free which do not dry out fine hair or make it frizzy. These products are also silicone free. So they won’t weigh down fine hair. 

Summary on Living Proof Vs Ouai

Living proof and OUAI are two of the most popular hair care brands on the market today. But what sets them apart from one another? And which is better for your hair?

First off, Living proof is a more affordable brand than OUAI. Their products typically cost less than $30 per bottle, while OUAI’s prices can range up to $60 a bottle. 

Second, Living proof offers a wider variety of textures and shades of hair color, whereas OUAI specializes in only three colors (light brown, medium brown, dark brown). 

So overall – which brand should you choose? It depends on your individual needs!

Also Read:

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