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 launched OUAI To Go exclusive travel sizes in September 2024.
  • Sephora Q1 2026 lifted OUAI shampoos, with Fine Hair jumping fifteen ranks.
  • Susan Kim joined May 19, 2026 to push international expansion and digital growth.

What critics are saying

  • Leadership churn hit OUAI twice: Colin Walsh left in 2025, Susan Kim arrived in 2026.
  • At Ulta, OUAI dropped to seventh, while Olaplex, amika, and Redken climbed.
  • If P&G reassigns shelf support, OUAI becomes a small line inside a mass giant.

What makes OUAI unique

  • Jen Atkin's celebrity-stylist cachet gives OUAI instant cultural authority.
  • Signature scents like St. Barts and Melrose Place unify hair, body, and fragrance.
  • P&G ownership plus Sephora, Ulta, and international retail create wide prestige distribution.

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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

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.

FASHION Magazine
May 17th, 2024
Ilia Beauty Drops Hydrating Lip Crayons + More Beauty News

Ilia Beauty unveils a lipliner-and-lipstick hybrid.

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