Tag: digital marketing

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!

From Art to Empire

The Birth of a Mental Health Movement: In 2021, Sophie Nistico embarked on a transformative journey, turning her personal battles with anxiety and chronic migraines into a pioneering mental health awareness clothing brand. Starting with just a $500 investment in a print sticker-cutting machine, Sophie laid the foundation for See The Way I See, a brand that has since grown into a multi-million dollar enterprise, reshaping the dialogue around mental health.

Sophie’s journey began on Instagram, where she shared her artwork reflecting personal insights into mental health. This platform allowed her to build a significant social media presence, which became instrumental in launching her brand. Initially focused on creating stickers, Sophie made a strategic pivot to apparel, a decision that would prove transformative. The brand’s unique approach involves placing comforting reminders on clothing sleeves, offering wearable affirmations that deeply resonate with their community. This shift not only broadened the brand’s appeal but also established it as a leader in merging fashion with mental health advocacy.