Ouai gradually expanded outside of hair care to launch a selection of body, fragrance, and lifestyle products. Jen Atkin is a celebrity hairstylist, beauty columnist, and entrepreneur, whose clients include Kim, Khloe, and Kourtney Kardashian, Dua Lipa, Katy Perry, Chrissy Teigen, Kendall, and Kylie Jenner, Gigi and Bella Hadid, Jessica Alba, and Jennifer Lopez.
Who owns Ouai?
Ouai, the prestige hair care brand founded by Jen Atkin, has been acquired by beauty heavyweight Procter & Gamble for an undisclosed sum. The brand was established in 2016 by SOS Beauty, the team behind Patrick Ta Beauty and Fable & Mane, and got Millennials and Gen Zers excited about hair care.
First entering the market via a small selection of Sephora stores, Ouai is now at the center of many beauty sellers’ hair care offers and is tipped to earn US$50m in sales in 2021 and $30m more in 2022. Atkin, who counts Dua Lipa, Hailey Beiber, and members of the Kardashian-Jenner dynasty among her clients, is expected to stay on as founder and Chief Creative Officer, while her number two, former L’Oréal veteran Colin Walsh, will remain in the Chief Executive position.
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