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When it comes to keeping our hair on lock-down, reaching for heavy, sticky and inevitably crispy hairsprays is sometimes the only solution.
But thanks to Bella and Cara's go-to hairstylist Jen Atkin, and the newest addition to her hair-care dynasty OUAI, the way we style our lengths from now on is going to change.
Just when we thought nothing could be as innovative as OUAI's foaming dry shampoo (which sent the beauty sphere into meltdown when it launched earlier this year), along came Memory Mist.
If your hair falls flat as soon as you've fashioned a set of Olsen-inspired waves, or you just can't be bothered to style it afresh every morning (erm, who actually has time for that?) Memory Mist is something you need in your life.
Just call it your own personal hairstylist in a can - lazy girls, rejoice!
Atkin, who tends to the tresses of the Kardashian-Jenners, Chrissy Teigen and Karlie Kloss to name but a few, recently took to Instagram to lift the lid on the latest OUAI family member, revealing that Memory Mist, filled to the brim with clever memory polymers, is nothing like the hairsprays currently lining our bathroom shelves.
'Just trust me,' she said. 'This weightless mist is the Wonderwoman of hair products. When activated by the heat of your dryer or iron it can memorise heat styling and lock in any style or texture you create, making it stay in perfect shape.'
That's not all, though, because Memory Mist also boasts heat protection for your hair (up to a seriously impressive 450 degrees, FYI) and lends lengths a hefty dose of UV protection to reduce both colour fade and breakage.
And it wouldn't be a OUAI product without some more intelligent ingredients.
Packed with plant extracts and Panthenol, Memory Mist delivers an intense hit of hydration to every single strand instantly and cumulatively throughout the day, while Glycerin cleverly sheathes the hair shaft for a shampoo ad-worthy shine.
Just mist lightly and evenly on to damp hair before blow-drying to lock in that salon-worthy smoothness, or spritz it on to dry hair before styling with tongs or irons for a finish that is super-sleek.
There's also amazing news for women with thick hair.
The hunt for products that actually work on your unruly mane is over, because even though Memory Mist is good for all hair types, those with heavy, coarse strands will see the longest lasting results, according to Jen.
Magic or science? You decide.
Right now, Memory Mist is only available in the USA, but, like Jen's foaming dry shampoo and her rose hair oil (which is constantly selling out on Cult Beauty) we're certain it won't be long until the newbie lands on British soil.
