OUAI

OUAI

Premium DTC haircare, bodycare, perfumes

Overview

OUAI is a premium beauty brand that offers hair care, body products, and sophisticated perfumes. It sells full-size and travel-size products through its direct-to-consumer website, theouai.com, and through high-end retailers. The company’s products rely on high-quality formulations and signature scents, designed to elevate daily hair and body care routines and provide luxury experiences. Unlike many mass-market brands, OUAI distinguishes itself with award-winning formulas, unique and recognizable scents, and a celebrity-stylist founder (Jen Atkin), positioning it firmly in the luxury beauty market. The goal is to make premium, salon-like care accessible at home, expanding through direct-to-consumer channels and select luxury retailers while offering limited editions and collaborations to keep offerings fresh for beauty enthusiasts and professionals alike.

About OUAI

Simplify's Rating
Why OUAI is rated
B-
Rated B on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Design

Consumer Goods

Company Size

51-200

Company Stage

N/A

Total Funding

N/A

Headquarters

Bellflower, California

Founded

2015

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Simplify's Take

What believers are saying

  • Ulta stocked OUAI travel sizes on September 6, 2026, expanding impulse purchases.
  • OUAI launched Laurel Canyon Eau de Parfum in August 2026, strengthening fragrance breadth.
  • Ulta's September 2026 21 Days of Beauty includes OUAI St. Barts Hair & Body Mist.

What critics are saying

  • Ulta and Sephora concentration gives retailers leverage over OUAI pricing, placement, and promotions.
  • Colin Walsh's P&G Specialty Beauty promotion in 2023 dilutes OUAI leadership focus.
  • If signature scents commoditize, OUAI becomes another prestige hair brand and loses pricing power.

What makes OUAI unique

  • Jen Atkin's celebrity-stylist credibility still anchors OUAI's premium haircare positioning.
  • OUAI sells signature-scented hair, body, and fragrance products across DTC and prestige retail.
  • P&G kept OUAI in Specialty Beauty after acquiring it in 2021.

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Benefits

Health Insurance

Dental Insurance

Vision Insurance

Unlimited Paid Time Off

Paid Holidays

401(k) Company Match

Flexible Work Hours

Health Savings Account/Flexible Spending Account

Hybrid Work Options

Employee Discounts

Company News

Cosmetics Business
Aug 28th, 2026
Cosmetics Business picks: 6 August beauty launches you need to know.

Cosmetics Business picks: 6 August beauty launches you need to know. From Fenty Beauty's reimagined foundation to Olaplex's first styling product and Ouai's fig-leg fragrance drop, discover this week's best new beauty launches While the weather may be cooling down, beauty launches are continuing to heat up, as Olaplex, Fenty Beauty, Ouai and more drop new products to add to your arsenal ahead of August. Make-up artist Fara Homidi's eponymous brand introduces its first mascara, while Rihanna's Fenty Beauty introduces an updated foundation and UKLash introduces a product that treats and primes lashes in a single step. Meanwhile, Olaplex enters into styling with its first hairspray, while Ouai's new fragrance uses fig as a focal note. Read on to discover this week's best new-in beauty. Tickets are now available for the 25th anniversary of the Pure Beauty Awards, taking place on 15 October 2026 at the Grosvenor House Hotel in London, UK. Join the beauty industry for an evening of recognition and celebration as this year's winners are revealed. Click here to secure your place. Fara Homidi. The first mascara from Fara Homidi Beauty has landed in two shades, ultra-black glassy obsidian Absolu and silken walnut brown Cabana. Pool Slick Lash Lacquer leaves lashes lifted and volumised with a glossy finish and smudge-proof pigment. A precision-curved wand ensures lashes are separated and defined. £45, farahomidi.com Olaplex. Olaplex is making its first move into styling with the launch of Shape Set hairspray. A "shape preserve" complex offers flexible hold, with high-performance polymers and hair-protective plant-based extract. Formulated with moisture-replenishing actives and high-reflective index glossing agents said to infuse hair strands with weightless nourishment, hydration and high-wattage shine, for hair that looks and feels healthy, as well as high-performance hold. $38, olaplex.com Ouai. Ouai's newest fragrance, Laurel Canyon, puts fig at the forefront. Inspired by canyon roads, the airy yet grounding fragrance opens with notes of fresh fig leaf, green mandarin and almond milk. It develops into a heart of jasmine, violet petals and orris root, and settles into base notes of cedarwood, soft musk and tonka bean. $30, theouai.com UKLash. Lash Lift Gel combines the care of a lash treatment with the performance of a lifting primer, lifting, setting and defining lashes for flexible all-day hold. Vitamin E, glycerin and hexapeptide-1 work to condition and hydrate lashes, while a sheer caramel pigment helps gradually tint fair lashes over time. £20, uklash.com Danessa myricks beauty. Glosswork 4D Ultra Shine Plumping Lip Gloss is powered by the brand's CushionWrap technology, infused with a peptide plumping complex to enhance the appearance of lip volume while smoothing and hydrating. It launches in 14 universally flattering shades and can be worn alone or layered over lip colour. $26, danessamyricksbeauty.com Fenty Beauty. Rihanna's Fenty Beauty has revealed a "reimagined" version of its groundbreaking Pro Filt'r foundation, featuring a new formula and 50 new shades. Formulated in Japan, the foundation uses Fluid Flex Foundation Technology, a smooth and breathable polymer blend, which is also infused with colour-true longwear pigments that are said to resist oxidation. Offering a medium, buildable coverage, the three-years-in-the-making matte formula is also waterproof and resists sweat, humidity and transfer. The shade range of the foundation has also been reconsidered, with more neutrals and "fine-tuned" undertones among the 50 options. £35, fentybeauty.co.uk

Greenberg Glusker
Aug 4th, 2026
Eric Perlmutter-Gumbiner named to Variety's New Leaders class of 2026.

Eric Perlmutter-Gumbiner named to Variety's New Leaders class of 2026. Its attorneys bring clarity to complexity, offering insights that shape decisions and drive success for its clients and communities around the globe. Recognition Eric Perlmutter-Gumbiner named to Variety's New Leaders class of 2026 august 4, 2026. Greenberg Glusker congratulates Corporate Partner Eric Perlmutter-Gumbiner on being named to Variety's New Leaders class of 2026. Each year, Variety names a new class of leaders, spotlighting the next generation of leadership in the entertainment industry by profiling the most promising individuals 40 and under who are taking on growing responsibilities. Honorees span the disciplines that keep the industry moving - film, television, music, digital media, representation, and law - and are recognized for their career trajectories, innovation, and impact. Eric Perlmutter-Gumbiner is a trusted corporate and transactional advisor to some of the most culturally influential companies, founders, celebrities, creators, and investors operating at the intersection of media, entertainment, consumer brands, sports, music, talent, and the creator economy. Over more than a decade, he has built a sophisticated practice guiding high-profile clients through transformative M&A transactions, strategic investments, venture financings, brand launches, and outside general counsel matters. His representative work includes advising Barstool Sports in its financings, sale to Penn National Gaming, and repurchase from Penn; Kim Kardashian's SKIMS and Khloé Kardashian's Good American in formation, financing, and ongoing corporate matters; Jomboy Media in its strategic partnership with Major League Baseball; Theorist Inc. in its sale to LunarX; Jen Atkin's Ouai Haircare in its sale to Procter & Gamble; and Emma Grede and Jens Grede in their partnership with the NFL and Fanatics to launch Off Season. He also advises Tom Hanks's Hanx Coffee, Momofuku, Warner Music, and top creators and representation businesses. Eric's recent recognitions include The Hollywood Reporter's top sports and content creator lawyers, Legal 500 US Elite Los Angeles - Corporate M&A (2026), and LA Times Studios' 2026 Sports Business Visionaries.

Global Cosmetics News
May 16th, 2026
Global cosmetics news - weekly review | week 20, may 2026.

Global cosmetics news - weekly review | week 20, may 2026. This week, the global cosmetics and personal care industry highlighted the growing convergence of retail transformation, portfolio restructuring and international expansion, as global groups advanced acquisitions, omnichannel strategies and manufacturing realignment across key markets. M&A and ownership developments remained active across luxury and beauty. LVMH agreed to sell Marc Jacobs to WHP Global. Reports also emerged that Armani was considering the sale of a 15 percent stake, with L'Oréal, LVMH and EssilorLuxottica among the parties linked to discussions. Leadership and governance changes also featured prominently. Ouai appointed Susan Kim as CEO to support global expansion plans. Boots was reported to have selected Currys CEO Alex Baldock ahead of a potential IPO. Victoria's Secret rejected activist investor Brett Blundy's push for board representation. Financial performance and market growth updates continued across the sector. DOUGLAS Group reported Q2 sales growth as it accelerated its omnichannel strategy. LG Household & Health Care returned to profit as its North America strategy gained momentum. Henkel Consumer Brands posted Q1 growth supported by Hair Care and Not Your Mother's performance. Kenvue reported Q1 sales and profit growth as its deal with Kimberly-Clark progressed. In Latin America, Natura reported revenue pressure in Brazil and Argentina linked to the integration of Avon. Retail expansion and international growth strategies remained active. L'Oréal expanded operations in Saudi Arabia with a new office in Jeddah and workforce growth plans. Natura expanded its omnichannel strategy through a launch on Mercado Libre Mexico. Amorepacific reopened its flagship AMORE YONGSAN store in Seoul and launched MAMONDE exclusively on Amazon Premium Beauty in the US. Manufacturing, packaging and supply chain developments continued across the sector. Shiseido confirmed plans to close its Taiwan manufacturing facility and transfer production to Japan. Henkel upgraded its Packaging Competence Center to accelerate sustainable packaging innovation. Evonik exceeded Q1 profit expectations as Middle East tensions led customers to increase stockpiling activity. Brand marketing and category expansion remained active across beauty and lifestyle segments. Dove Men+Care launched a FIFA World Cup 2026 skincare campaign focused on football fans. ASICS introduced a beauty campaign centred on post-exercise glow. Valentino Beauty expanded its Born in Roma range with new Hair & Body Mists. Legal and trademark disputes also remained in focus. Zara denied trademark infringement allegations in the Estée Lauder an Jo Malone lawsuit. Estée Lauder agreed to a US$210 million settlement linked to China grey-market sales. Harper Beckham faced a US trademark setback tied to a proposed beauty brand launch. Regional market performance and industry growth continued to shape activity. China's cosmetics trade surpassed RMB170 billion as market growth accelerated. Little Soap Company received the 2026 King's Award for Sustainability. Taken together, this week reflected continued activity across retail expansion, portfolio restructuring and operational transformation, alongside ongoing legal developments and international growth initiatives shaping the global cosmetics and personal care landscape.

Inside Retail Asia
Mar 24th, 2026
How do bubble and bansk beauty manage omnichannel risk?

How do bubble and bansk beauty manage omnichannel risk? At a recent Future50 event hosted by BeautyMatter, multiple leading beauty and wellness executives from legacy and indie brands and retailers, including Ulta Beauty, Ouai and DIBS Beauty, gathered to discuss several top-of-mind topics in the industry. From discussions on selecting the right e-commerce channels to create the ultimate omnichannel experience to emphasising the need for deep-dive research into your consumer base, these retail savants highlighted the need-to-know details for aspiring This content is for IR Pro subscribers only. IR Pro - monthly. $4 USD for the first 30 days. (Auto renews at $20 USD per month.) * Unlimited news access * Daily IR Pro content straight to your inbox * Exclusive members only masterclasses (live and on-demand) * Weekly careers advice * Independent research reports and forecasts * Indepth interviews with industry leaders and experts * Weekly and quarterly digital magazines delivered to your inbox Retailer's choice IR Pro - annual. $228 USD per year. (Auto renews annually) * Unlimited news access * Daily IR Pro content straight to your inbox * Exclusive members only masterclasses (live and on-demand) * Weekly careers advice * Independent research reports and forecasts * Indepth interviews with industry leaders and experts * Weekly and quarterly digital magazines delivered to your inbox

Port Arthur News
Sep 21st, 2024
OUAI Introduces Exclusive Travel-Sized Daily Care Collection, OUAI To Go, Available Only at Ulta

OUAI introduces exclusive travel-sized daily care collection, OUAI To Go, available only at Ulta.

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