Ouai

Ouai (pronounced "way") is a luxury beauty and lifestyle brand founded in 2016 by celebrity hairstylist Jen Atkin. Based in Los Angeles, the brand was built on the philosophy of "effortless beauty," initially launching with a core range of shampoos, conditioners, and styling treatments. It quickly gained cult status due to its minimalist, Instagram-friendly aesthetic and sophisticated scents developed in collaboration with expert perfumers.

In December 2021, the consumer goods giant Procter & Gamble (P&G) acquired Ouai, marking P&G's first significant move into the prestige haircare sector. Despite the acquisition, the brand continues to operate with its original creative vision, with Jen Atkin remaining as Chief Creative Officer. Most Ouai products are developed and produced in the United States, maintaining a focus on high-quality formulations as the brand expands globally into body care, fragrances, and lifestyle accessories.