OUAI

Los Angeles, USA · Founded by Jen Atkin · Founder-led

Effortless, fragrance-forward haircare from a celebrity stylist — ‘the way real people live’.

Why it matters

Founded 2016 by celebrity stylist Jen Atkin; acquired by Procter & Gamble in 2022 for an undisclosed sum (reported nine-figure). Detox Shampoo and Wave Spray are perennial Sephora top-sellers. Reference case for stylist-led haircare scaling into strategic acquisition.

Ingredients we're watching

apple cider vinegar →keratinrose hip oil →

External

theouai.com →

Other brands in Haircare

Holistic Hair
New Zealand · Co-founded by a trichologist (name not disclosed in source)
Crown Affair
New York, USA · Dianna Cohen
Ceremonia
New York, USA · Babba Rivera

Coverage on Haircare

Ouai Hands the Operator Role to Susan Kim: The Founder/Operator Split Is Arriving Earlier
Noor Almeida · 4 min
OUAI's New CEO Follows Glossier: The Operator-Over-Founder Transition Pattern Is Accelerating
Noor Almeida · 6 min

Graph relationships

Timeline

Sources

01
P&G Acquires OUAI from Jen Atkin ↗
Business of Fashion
02
Jen Atkin on Selling OUAI to P&G ↗
Vogue Business

OUAI

Holistic Hair

Crown Affair

Ceremonia

Ouai Hands the Operator Role to Susan Kim: The Founder/Operator Split Is Arriving Earlier

OUAI's New CEO Follows Glossier: The Operator-Over-Founder Transition Pattern Is Accelerating