If you've ever searched for luxury haircare, chances are you've come across the Davines OI range. Loved by professional stylists and beauty enthusiasts around the world, OI has become one of Davines' most iconic collections—and for good reason.

Known for delivering exceptional softness, incredible shine, and effortless manageability, OI transforms even the most ordinary haircare routine into a luxurious salon experience.

But what makes the OI range so special, and is it really worth the hype?

Let's take a closer look.

What Is the Davines OI Range?

The Davines OI collection is a complete haircare range designed for all hair types.

Whether your hair is straight, curly, coloured, dry, thick, or fine, OI has been created to improve softness, shine, hydration, and manageability without weighing the hair down.

Unlike many specialist ranges that only target one concern, OI focuses on making every hair type look and feel healthier.

The collection includes:

• OI Shampoo

• OI Conditioner

• OI All In One Milk

• OI Hair Butter

• OI Oil

Together they create a simple yet luxurious routine that leaves hair silky, radiant, and beautifully healthy.

The Secret Behind OI – Roucou Oil

At the heart of every OI product is Roucou Oil (Bixa Orellana), a precious botanical ingredient extracted from the Amazonian Achiote plant, often known as the "Lipstick Tree."

Naturally rich in antioxidants, beta-carotene, and Vitamin A, Roucou Oil helps defend the hair against everyday environmental stress while improving softness, shine, and overall hair condition.

Its naturally nourishing properties help smooth the hair cuticle, making hair feel healthier, easier to manage, and noticeably more luminous.

Why Hairdressers Love the OI Range

Professional stylists recommend OI because it delivers visible results without making the hair feel heavy.

Some of the biggest benefits include:

✨ Incredible softness

✨ Mirror-like shine

✨ Lightweight hydration

✨ Reduced frizz

✨ Faster drying time

✨ Easier detangling

✨ Improved manageability

✨ Luxurious fragrance

Unlike heavier conditioning products, OI leaves the hair feeling silky and full of movement while maintaining natural volume.

The Signature OI Fragrance

Ask anyone who uses the OI range what they love most, and many will mention the fragrance.

It's elegant, sophisticated, and instantly recognisable.

Fresh citrus notes blend beautifully with soft florals before settling into warm musk and woody accords, creating a luxurious scent that lingers in the hair long after styling.

It's one of the reasons so many customers return to the OI collection time and time again.

Which OI Product Is Right for You?

Davines OI Shampoo

The perfect everyday cleanser for anyone wanting softer, shinier hair.

Its creamy formula gently removes impurities while leaving the hair silky, hydrated, and beautifully glossy.

Ideal for:

✔ All hair types

✔ Daily washing

✔ Dull hair

✔ Frizz-prone hair

Davines OI Conditioner

A rich yet lightweight conditioner that deeply nourishes without weighing hair down.

It smooths the hair fibre, improves manageability, and leaves hair feeling incredibly soft while helping reduce drying time.

Ideal for:

✔ Dry hair

✔ Thick hair

✔ Colour-treated hair

✔ Everyday hydration

Davines OI All In One Milk

One of Davines' best-selling products for a reason.

This lightweight leave-in spray hydrates, detangles, controls frizz, enhances shine, and provides heat protection up to 230°C, making it the perfect everyday styling companion.

Ideal for:

✔ Heat styling

✔ Fine hair

✔ Colour-treated hair

✔ Frizz control

✔ Everyday protection

Davines OI Hair Butter

When your hair needs extra nourishment, OI Hair Butter delivers salon-quality results.

This intensely moisturising treatment smooths frizz while restoring softness, shine, and manageability without leaving hair greasy.

Ideal for:

✔ Dry hair

✔ Coarse hair

✔ Damaged hair

✔ Weekly intensive treatments

Davines OI Oil

The finishing touch to the OI routine.

OI Oil helps smooth flyaways, tame frizz, add brilliant shine, and protect against humidity while leaving hair incredibly soft without any greasy residue.

Ideal for:

✔ Frizz control

✔ Finishing styles

✔ Heat styling

✔ Daily shine

Why OI Works for Almost Everyone

One of the biggest reasons for the OI range's popularity is its versatility.

Instead of focusing on just one hair concern, OI enhances the overall condition of your hair.

Whether your hair is naturally healthy or in need of extra care, the products work together to deliver:

• More shine

• Better hydration

• Less frizz

• Softer texture

• Easier styling

• Healthier-looking hair

It's a collection that complements your existing routine or can be used as a complete luxury haircare system.

A Luxury Haircare Experience Every Day

The OI range isn't just about performance—it's about creating a daily ritual you'll look forward to.

From the rich, creamy textures to the iconic fragrance and salon-quality results, every product has been designed to turn everyday haircare into a moment of indulgence.

That's why OI has become one of Davines' most loved collections around the world.

Discover the Davines OI Collection

If you're looking for softer, shinier, healthier-looking hair with less frizz and more manageability, it's easy to see why so many people choose the Davines OI range.

Whether you start with the bestselling OI Shampoo, add the nourishing OI Conditioner, protect your hair with OI All In One Milk, treat it to OI Hair Butter, or finish with the iconic OI Oil, you'll discover why this collection has earned its cult following.

Explore the complete Davines OI collection at We Do Hair and Beauty and experience professional luxury haircare for yourself.