Ouai

OUAI was founded in 2016 by Jen Atkin, a celebrity hairstylist whose client roster and social-media presence made her one of the most visible names in commercial hairstyling in the years before the brand's launch. Atkin has described starting the label out of frustration at not finding haircare that felt relatable to her and her circle, aiming to build what she called the first socially-connected haircare brand, one shaped by direct customer feedback rather than top-down product development. The name is a phonetic rendering of the French 'ouais,' a casual affirmative, and the brand has framed it as an invitation to embrace imperfection rather than curated social-media perfection. Signature products, including the Dry Texturizing Spray and Rope Braid Spray, built the label's early reputation before it expanded into fragrance and body care. In 2022, Procter & Gamble acquired OUAI, folding it into a portfolio of premium beauty brands while the company's operational base remained a corporate office at 5750 Wilshire Boulevard in Los Angeles rather than a public storefront. OUAI has never operated an owned retail location, distributing instead through authorized retailers such as Sephora, Ulta, and Target alongside its own e-commerce site.