The Founding Vision

In 2016, Jen Atkin, a celebrity hairstylist renowned for working with stars like Katy Perry, Jennifer Lopez, and the Kardashians, launched OUAI with a bold mission: to create a socially connected haircare brand that resonated with real people. Atkin’s journey to beauty mogul status began humbly, she dropped out of college in Utah and moved to Los Angeles with just $300 in her pocket. Determined to make her mark, she worked tirelessly, assisting top hairstylists and building her skills while navigating the competitive beauty industry. Atkin’s vision for OUAI stemmed from her frustration with the overwhelming number of complex haircare products on the market. She wanted to create a curated, easy-to-use line that simplified haircare for everyday consumers. The brand’s name, pronounced “way,” reflects its ethos of being better in real life than on Instagram, embracing imperfections, and encouraging authenticity. This is the success story of Jen Atkin, From Celebrity Stylist to Beauty Empire: The OUAI Success Story. Explore with us!

Building the Foundation

From Celebrity Stylist to Beauty Empire: The OUAI Success Story: OUAI launched modestly but strategically. Atkin leveraged her deep industry knowledge and connections to secure placement in select Sephora stores and online platforms. The brand’s initial product line included sulfate- and paraben-free shampoos, conditioners, and styling products designed for all hair types. Atkin’s personal experience as a stylist informed every aspect of OUAI. She built the brand based on feedback from clients, friends, and followers about what they wanted in a haircare line. This customer-first approach became a cornerstone of OUAI’s success.

Marketing Innovation and Community Building

Digital-First Approach

One of OUAI’s most groundbreaking strategies was its innovative use of digital platforms. Atkin’s expertise in social media honed through years of working with the Kardashian-Jenner family played a pivotal role in building the brand’s online presence. By the time OUAI launched, Atkin had amassed 2.9 million Instagram followers, which she leveraged to promote the brand authentically. Key elements of OUAI’s digital strategy included:

  • Building an Instagram following of 840,000 fans without relying on paid influencer posts.
  • Sharing engaging content such as tutorials, behind-the-scenes glimpses, and real-life transformations.
  • Prioritizing community feedback through polls and direct communication to guide product development.

This approach fostered a sense of inclusivity and connection among customers, turning them into loyal advocates for the brand.

Customer-Centric Strategy

Atkin also prioritized creating meaningful interactions with customers:

  • The brand launched an on-site consultation service featuring personalized product recommendation quizzes. These quizzes generated 70,000 completions and drove 20% of site sales.
  • Direct communication with customers allowed OUAI to crowdsource ideas for new products and refine existing ones based on real feedback.

By inviting customers to be part of the brand’s story, OUAI built an engaged community that felt seen and valued.

Growth and Expansion

Market Penetration

From its initial launch, OUAI experienced rapid growth:

  • By 2017, the brand was present in 351 U.S. Sephora stores.
  • It expanded globally into markets including Canada, the UK, Australia, France, UAE, Singapore, Thailand, and Malaysia.
  • By 2018, OUAI achieved $23 million in sales, a testament to its growing popularity.

Product Evolution

While haircare remained at its core, OUAI strategically expanded its product offerings:

  • Dual-purpose products like Rose Hair & Body Oil blurred the lines between categories.
  • Dedicated body care lines introduced new audiences to the brand.
  • Fragrance collections inspired by global cities like Paris and St. Barts added an aspirational lifestyle element.

This diversification allowed OUAI to meet evolving customer needs while staying true to its mission of simplicity and inclusivity.

Financial Milestones

The company’s impressive growth attracted significant investment:

  • In 2018, OUAI secured growth equity funding to fuel expansion.
  • In December 2021, Procter & Gamble acquired OUAI, marking a major milestone in its journey. The acquisition brought additional resources while maintaining Atkin’s role as Chief Creative Officer.

Under P&G’s umbrella, OUAI continued to thrive:

  • Achieved consistent year-over-year revenue growth.
  • Expanded its reach through strategic retail partnerships and innovative marketing campaigns.

Marketing Success

Cross-Channel Strategy

In 2023, OUAI partnered with Rakuten Advertising to amplify its marketing efforts:

  • Generated over $1 million in first-year sales through Rakuten.
  • Doubled Q4 sales compared to previous years.
  • Tripled Cyber Week performance by leveraging data-driven strategies.

These results highlight OUAI’s ability to adapt and innovate across multiple channels while maintaining its authentic voice.

Experiential Marketing: Creating Meaningful Connections

Beyond digital campaigns, OUAI excelled at experiential marketing:

  • Hosted pop-up events featuring hairstyling sessions, product demonstrations, and interactive installations.
  • Partnered with JetBlue for in-flight media campaigns promoting its St. Barts product line.
  • Used floating digital billboards in Miami to capture attention during peak travel seasons.

These initiatives created memorable experiences that deepened customer loyalty while reinforcing the brand’s identity as accessible luxury.

Lessons for Entrepreneurs

Jen Atkin’s journey offers valuable insights for aspiring entrepreneurs:

  1. Community First: Build genuine connections with your audience before scaling your business.
  2. Digital Innovation: Use social media authentically rather than relying solely on paid partnerships.
  3. Product Evolution: Listen closely to customer feedback for natural expansion opportunities.
  4. Strategic Partnerships: Collaborate with retail partners that align with your brand values.
  5. Data-Driven Decisions: Leverage customer insights to guide product development and marketing strategies.

Current Status

Today, OUAI stands as a modern beauty empire that combines digital innovation with authentic community engagement. The brand continues to expand its product lines while staying true to its mission of giving customers “the confidence to win life their OUAI.” Jen Atkin’s story from moving to LA with $300 in her pocket to building a global beauty powerhouse is a testament to the power of perseverance, creativity, and connection. Her ability to merge expertise with authenticity has made OUAI not just a haircare brand but a cultural movement that resonates deeply with consumers worldwide.

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