The DTCetc Face-Off Beauty Updated July 2026

OUAI vs Olaplex Shampoo

OUAI and Olaplex Shampoo are both haircare brands that offer unique benefits to their customers. While OUAI focuses on empowering women to embrace their imperfections and achieve attainable beauty, Olaplex is known for its bond-building technology that helps restore and replenish damaged hair. Both brands cater to customers who value high-quality products and prioritize hair health. However, OUAI also offers body, bath, and fragrance products, while Olaplex focuses solely on haircare. Ultimately, customers can choose the brand that aligns best with their specific needs and preferences.

Photography: OUAI product imagery Photography: Olaplex Shampoo product imagery

DTCetc score

OUAI84/100
Olaplex Shampoo84/100

Customer rating

OUAI4.78★ 2,142
Olaplex Shampoo—

Typical prices

OUAI$14–$64
Olaplex Shampoo$16–$173

Pricing tier

OUAI$$$$
Olaplex Shampoo$$$$
The verdict

Which should you pick?

OUAI
★★★★¾ 4.78 · 2,142 reviews
84/100

Best forConfident women, self-care enthusiasts, premium shoppers

★ Quality 90/100 Visit OUAI →
Olaplex Shampoo
84/100

Best forDamaged hair

★ Quality 90/100 Visit Olaplex Shampoo →

The bottom lineBoth brands score identically on quality (84/100 editorial), but differ in return flexibility and price range. Choose OUAI if you want a 45-day return window with prepaid labels and prefer products in the $14–$64 range; its customers praise scent and shine, though some report leakage issues. Choose Olaplex if you prioritize sustainability (90 vs. 80) and don't mind a stricter 28-day return policy (unused only, non-refunded shipping) in exchange for a wider product range ($16–$173) specifically engineered for damaged hair repair.

Key differences at a glance

  • OUAI offers 45-day returns with prepaid shipping labels; Olaplex allows 28-day returns on unused items only with non-refunded shipping costs.
  • OUAI's typical price range is $14–$64; Olaplex ranges $16–$173, offering more premium and specialized treatment options.
  • Olaplex scores higher on sustainability (90/100 vs. OUAI's 80/100) per editorial assessment.
  • OUAI customers frequently praise scent (especially Melrose Place) and shine; Olaplex customers emphasize hair repair and damage restoration, particularly for compromised hair.
  • OUAI is positioned as trendy and founded by celebrity stylist Jen Atkin; Olaplex is positioned as celebrity-backed with a patented repair formula used by Kim Kardashian and Kylie Jenner.
  • OUAI customers report occasional bottle leakage and fit issues for fine/color-treated hair; Olaplex's main limitation is the stricter return condition (unused only).

Still weighing it up? Save this comparison & get deals on both →

From 2,142+ published customer reviews

What customers actually say

OUAI has amazing customer service. They are friendly, helpful, and passionate about what they do!

OUAI verified buyer · via Yotpo
4.78 2,142 reviews · via Yotpo

OUAI is highly praised for effective hair products with excellent scents and customer service, though a few customers experienced minor issues with bottle quality and product fit for their hair type.

Customers love
  • Amazing scents (especially Melrose Place) that customers love
  • Effective results: smoother, shinier, healthier hair with reduced frizz
  • Excellent customer service and fast, eco-friendly shipping
Watch out for
  • Bottle tops leak or don't seal properly
  • Not moisturizing enough for some hair types
  • Fine/color-treated hair may not see expected results

No aggregated customer-review data for Olaplex Shampoo yet — check reviews directly on their site.

Summarized from each brand's own published customer reviews. We never republish full reviews — read them all at the source.

Shop the face-off

Most-loved pieces, side by side

OUAI's most-loved
Deodorant - Cape Town Deodorant - Cape Town $22 Dean Street Eau de Parfum Dean Street Eau de Parfum $64 Curl Crème Travel Curl Crème Travel $16
Olaplex Shampoo's most-loved
N°.5FINE BOND MAINTENANCE® CONDITIONER LITER N°.5FINE BOND MAINTENANCE® CONDITIONER LITER $96 $160 N°.5FINE BOND MAINTENANCE® CONDITIONER JUMBO N°.5FINE BOND MAINTENANCE® CONDITIONER JUMBO $56 $84 N°.5FINE BOND MAINTENANCE® CONDITIONER N°.5FINE BOND MAINTENANCE® CONDITIONER $17
OUAI typical prices$14–$64
Olaplex Shampoo typical prices$16–$173

At a Glance

Comparison Between
OUAI
OUAI
Olaplex Shampoo
Olaplex Shampoo
Category Beauty Beauty
Speciality Personal Care, Hair, Bath & Body Bath & Body, Hair
DTCetc Score 84/100 84/100
Customer rating 4.78★ · 2,142 —
Typical price range $14–$64 $16–$173
Free shipping Free over $50 Free over $50
Return window 45 days —
Stereotype Trendy Celebrity
Pricing Rating
$$$$$ This brand is premium priced
$$$$$ This brand is moderately priced
Sustainability Score
80/100
This brand scores excellent in sustainability
90/100
This brand scores excellent in sustainability
Quality Score
90/100
This brand scores excellent for product quality
90/100
This brand scores excellent for product quality
In the wild

Both brands, up close

OUAI product photography
OUAI
Olaplex Shampoo product photography
Olaplex Shampoo
OUAI product photography
OUAI
Olaplex Shampoo product photography
Olaplex Shampoo
OUAI product photography
OUAI
Olaplex Shampoo product photography
Olaplex Shampoo

Who shops at OUAI Vs. Olaplex Shampoo

Who shops at OUAI

The brand is for consumers seeking quality haircare products from a celebrity stylist's perspective.

More about OUAI →

Who shops at Olaplex Shampoo

Customers who are interested in maintaining healthy and strong hair would find Olaplex Shampoo useful. While the stereotype may be that only celebrities use this product, anyone who values high-quality hair care would benefit from using Olaplex Shampoo. These customers are likely looking for a product that can help restore damaged hair and prevent further damage. They may also be interested in using products that are environmentally friendly and sustainable, which aligns with Olaplex's commitment to reducing water waste and limiting secondary packaging. Overall, customers who prioritize hair health, sustainability, and quality would find Olaplex Shampoo to be a valuable addition to their hair care routine.

More about Olaplex Shampoo →

OUAI Vs. Olaplex Shampoo The Pros

OUAI's Pros

  • Founded by celebrity hair stylist Jen Atkin
  • Free shipping on orders over $50
  • 45-day return window
  • Prepaid return shipping labels provided
More about OUAI →

Olaplex Shampoo's Pros

  • Olaplex products work best for damaged hair and provide hydration, shine, and a healthy look.
  • The hair mask is incredibly effective at softening hair and fixing split ends.
  • Olaplex products are easy to access in major beauty retailers.
  • No. 3 is lifechanging, leaving hair with a different texture that is soft and luscious.
  • No. 5 is incredibly effective at repairing hair after a mishap.
  • Olaplex is great for curly hair, helping to maintain the curls while keeping them hydrated.
  • Olaplex products have a positive impact on hair and reduce drying time and frizz.
More about Olaplex Shampoo →

OUAI's shipping policy Vs. Olaplex Shampoo's Shipping Policy

OUAI's shipping policy

Free shipping is available on orders over $50.

More about OUAI →

Olaplex Shampoo's shipping policy

Domestic: Olaplex offers free shipping on US orders of $50 or more. International: Olaplex does not have a definitive shipping policy for international orders listed on their website.

More about Olaplex Shampoo →

OUAI's return policy vs Olaplex Shampoo's Return Policy

OUAI's return policy

Returns are accepted within 45 days of purchase. Customers can initiate returns through the returns portal at theouai.com/a/return and will receive a prepaid return shipping label via email.

More about OUAI →

Olaplex Shampoo's return policy

The Olaplex return policy allows customers to return their orders within four weeks of the purchase date, provided the item is unused and in new condition. Customers can find the return mailing address on the company website, but the shipping charge will not be refunded. Items that have been used or are not in new condition are not eligible for return. It typically takes the company up to two weeks to process returns.

More about Olaplex Shampoo →
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