Ouai Hair and Body Care

OUAI is a lifestyle and beauty brand known for its minimalist aesthetic and salon-quality formulations. The brand was founded in 2016 by celebrity hair stylist Jen Atkin, who aimed to create a 'breath of fresh air' in the haircare industry by offering practical, effortless products designed for real life. The name OUAI is a casual Parisian way of saying 'yes,' reflecting the brand's approachable and chic philosophy.

In late 2021, the brand transitioned from an independent startup to a global powerhouse through its acquisition by Procter & Gamble (P&G). While the founder remains involved as Chief Creative Officer, the brand now utilizes P&G's extensive global logistics and research capabilities. Manufacturing is primarily concentrated in the United States, though sourcing and packaging may involve international suppliers as the brand expands into lifestyle categories like candles and fragrances.