Jen Atkin
Hairstylist to the Kardashian-Jenner sisters and the Hadids who, after a decade as one of the most-followed hairstylists in the world, founded OUAI in 2016 — a minimalist clean-leaning prestige haircare brand acquired by Procter & Gamble in 2021.
"Build the products your clients keep asking for."
— Jen Atkin
Jen Atkin trained as a hairstylist in Los Angeles and built a celebrity client list — the Kardashian-Jenners, the Hadids, Chrissy Teigen — that turned her into one of the first true social-media-era hairstylists, reframing the role from anonymous assistant to public-facing brand.
In 2016 she founded OUAI with a minimalist visual language, sophisticated fragrance, and clean-leaning formulation that targeted prestige customers underwhelmed by both salon and drugstore haircare. The brand expanded into body, fragrance, candles and merch.
In 2021 Procter & Gamble acquired OUAI, marking P&G's entry into prestige haircare. Atkin remained on as founder, also operating talent-management business Highlight Artists and collaborating with sister brand Mane.
Salon insight as product brief — formulate from the chair, not the lab.
Fragrance and design as primary purchase drivers in haircare.
- 2000sBuilds celebrity hairstyling career in Los Angeles
- 2014Co-founds Mane Addicts, hairstylist editorial platform
- 2016Founds OUAI
- 2021P&G acquires OUAI