OUAI (pronounced “way”) is a modern haircare, body, and lifestyle brand founded by celebrity hairstylist Jen Atkin in 2016. Atkin, known for styling stars like Kim Kardashian, Chrissy Teigen, and Bella Hadid, launched OUAI to create high-performance, effortless products that empower women to look and feel good without overcomplicating their beauty routines. OUAI’s brand philosophy — “Luxury you can relate to” — combines elevated minimalist packaging, community-driven marketing, and clean formulations. The brand’s success was propelled by Atkin’s social influence and her early adoption of Instagram and influencer marketing, helping OUAI become a Sephora bestseller within its first year. In 2021, OUAI was acquired by Procter & Gamble, marking one of the most successful exits in the celebrity-founded beauty space. Today, OUAI continues to expand globally, offering products across haircare, body, fragrance, and supplements, while retaining Atkin’s authentic voice and brand ethos.