OUAI (pronounced "way") is a haircare brand that grew into body, fragrance, and lifestyle. Founded by Jen Atkin in 2016, it was built on the idea that haircare shouldn't be one-size-fits-all, with products tailored to different hair types and textures. Marketed as the first "socially-connected" haircare brand, OUAI leaned on Atkin's celebrity clientele and social following to become a cult favorite — now stocked in 4,000+ retail locations including Sephora, Ulta, and Target, and acquired by P&G in 2021.
