It’s aptly named the Super Dry Shampoo. And the entire marketing around it feels like only something a businesswoman in the Kardashians’ orbit could dream up. (Atkin has famously worked with all the sisters—and Kris!—and most recently has been styling Kendall for appearances.) On Ouai’s website, the dry shampoo’s tagline reads “for days with a heavier oil flow” and the details section uses clever turns of phrase like don’t let “flat hair cramp your style.” It’s Instagram gold.
“Our whole Super Dry campaign is tampon-themed because the dry shampoo reminds us of super tampons—it’s extra absorbent for oilier days, has an easy to use applicator, a wider can, and our brand’s fresh Melrose Place scent,” Atkin tells Glamour. “Plus, most women can relate to relying on super tampons and super dry shampoo to get them through a tough week.”
But the campaign goes beyond gimmick. To help raise awareness and fight period poverty and stigma, Ouai is donating $20,000 to advocacy group Period.org—a move that feels all too pertinent given the recent news of migrant girls bleeding through their pants in border detention centers.
“We want to help end the stigma around talking about periods and bring awareness to the period poverty that is facing so many American women today,” says Atkin. “We decided to donate to Period.org to help them with their movement to get period products to all women. Period products should not be a luxury! We will also be gathering our team and our community to have period packing parties and deliver supplies to local shelters and organizations in need.”
Super Dry is a good campaign, a good mission, and, after testing it for the past two weeks (including one very muggy trip to upstate New York), I can say it’s a good dry shampoo. It’s powdery, but not white-casting; absorbent in all the right ways, and gave my third-day hair a just from the salon look.
I tried it. I love it. I will be…hoarding it.
Ouai Super Dry Shampoo, $24, sephora.com
Lindsay Schallon is the senior beauty editor at Glamour. Follow her on Instagram @lindsayschallon.