OUAI

OUAI, pronounced “way,” is a haircare and lifestyle brand founded in 2016 by celebrity hairstylist Jen Atkin. Atkin, renowned for styling high-profile clients such as the Kardashians, Jennifer Lopez, and Katy Perry, established OUAI to offer products that promote effortless beauty and self-confidence. The brand’s name, inspired by the casual Parisian slang for “yes,” reflects its ethos of embracing imperfections and rejecting unrealistic beauty standards.

OUAI differentiates itself by combining luxury with accessibility, offering a range of hair, body, and fragrance products free from sulfates and parabens. The brand’s commitment to quality and authenticity has led to several notable collaborations. In 2021, OUAI partnered with activewear brand SET Active to release a limited-edition apparel collection, blending beauty and fashion. In early 2024, OUAI entered into a two-year exclusive partnership with Barry’s fitness studios, providing curated amenities and an exclusive face cleanser to enhance the fitness experience. These collaborations exemplify OUAI’s innovative approach to integrating beauty with lifestyle and wellness.

OUAI continues to expand its reach and influence in the beauty industry. The brand’s products are available through various retailers, including Sephora, Nordstrom, and ULTA, as well as directly through its website and Amazon storefront. Jen Atkin’s vision has propelled OUAI to become a household name, known for its chic branding, effective products, and a philosophy that celebrates individuality and authenticity.