The slang word ‘ouai’ uttered in a cafe in Paris may plainly translate in English to ‘yeah’, but to hair and skin care enthusiasts alike, OUAI is the new brand making all the noise. The company’s story is about, “looking chic, no matter how many followers you have.” Ironically, founder Jen Atkin has cultivated quite a circle for both OUAI and her personal career. Hairstylist to big celebrities such as Katy Perry, Jennifer Lopez and the Kardashians, Atkin launched OUAI in 2016.
The beginnings of Atkin’s story, before OUAI could be configured, are quite humble. She dropped out of college in Utah to go to Los Angeles at 19 with only $300 in her pocket. Her talent and eagerness to learn about all things hair pushed her career forward, but it was her ability to build the right relationships that made her a well-known name in the industry. Atkin was known to persuade her way into V.I.P sections, adding to her connections.
OUAI’s roots began as a digital brand and is still a major part of who they are. A large Instagram presence, as well as the backing of social media stars creates a stronghold for the company’s advertising and publicity. Atkin was light years ahead of her competitors in this manner, making the connection between her social personality and social networking, growing both at the time. OUAI continues to grow in its line of affordable luxury. The brand’s most recent expansion puts them in the mix of a current exploding market: body care and fragrance. Still, the young brand already has its cult classics; many have already met and loved the Dry Hair Foam ($28) and Wave Spray ($26). With OUAI set to hit $20 million in sales by the end of the year, Atkin’s startup story sounds like some bizarre luck. But, in trusting her gut and taking the necessary risks, OUAI’s magic spurred from the ability to understand people, and it continues to resonate and push her to new heights.