A collaboration between celeb hairstylist and OUAI founder Jen Atkin and Swedish luxury house Byredo—best known for their ridiculously chic fragrances and candles—doesn’t seem like the most obvious meeting of the minds. Yet, one spray of the limited-edition OUAI Super Dry Shampoo ($24) in Byredo’s iconic Mojave Ghost fragrance (launching today) definitely deserves an immediate spot on the “how-did-we-ever-function-before-this?” beauty-product list.
As Atkin, who’s been teasing the new launch on social media for the past few days, told us, she’s been a fan of Byredo since “day one” and has been dreaming of this marriage for a long time.
“The branding itself is so incredibly chic it hurts, and everything from the copy to the photography and campaign imagery, it’s always so inspired,” she says. “It’s this quiet, subtle, but genius aesthetic. I have the candles pretty much in every room of the house, and have accumulated quite a collection of the fragrances over the years. Mojave Ghost has been top of the line for me for years.”
And now her personal fragrance favorite is part of her dry shampoo—that same, best-selling, texture-creating spray that leaves hair fresh and eliminates oil. The formula pretty much mirrors the original (volcanic minerals and rice starch are still the two main ingredients), but now it has the musky-woodsy-amber spirited scent of Mojave Ghost mixed in—for a small fraction of the cost of the standard bottle (the perfume starts at $180).
As Atkin says, everything she does always always has the olfactory angle behind it—and hints to some other top-secret partnerships on the horizon.
“I’m always inspired by new scents and fragrances, in my every day life, from my travels, from things that feel nostalgic or extra special to me. When building out the company years ago, fragrance was such an important part of the process to really nail. We poured so many hours into the formula itself but also the scent, which makes all the difference for people’s first impression of the product. So, to partner with one of the top fragrance brands in the game was obviously thrilling.”
“While we don’t have any immediate collabs coming up, we’re definitely in conversation for 2021,” she says. “And I can’t share anything too specific, but we’re launching a really exciting new category towards the end of this year that I’m so excited for.”
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