Ouai Founder Jen Atkin Shares the Advice That Propelled Her 9-Figure Brand
Jen Atkin and the Rise of OUAI: The Advice That Launched a Nine-Figure Brand
In the competitive world of beauty and haircare, few brands have made as significant an impact as OUAI. Founded by celebrity hairstylist Jen Atkin in 2016, OUAI has grown from a niche haircare line into a nine-figure brand, redefining how beauty products are created, marketed, and consumed.
At the heart of OUAI’s success is Atkin’s unwavering commitment to authenticity and her willingness to challenge industry norms. A stylist to Hollywood’s elite, Atkin’s journey from salon receptionist to entrepreneur is a testament to her dedication to empowering women and creating products that resonate with real-life needs.
“I wanted to create something that felt like me and my friends,” Atkin explained in an interview. “We were all struggling to find hair products that actually worked for us, not just for the people in boardrooms who didn’t understand our problems.”
OUAI, pronounced “way,” was born out of this frustration. The brand’s name reflects its French inspiration and its casual, unpretentious spirit. Co-founded with Dr. Lamees Hamdan, a skilled formulator, OUAI set out to disrupt the beauty industry by prioritizing customer feedback and embracing imperfection.
From the start, OUAI stood out for its community-driven approach. Atkin actively engaged with her audience, both in salons and online, to understand their needs. This two-way dialogue not only shaped the brand’s product line but also fostered a loyal customer base.
“I didn’t want to just sell products,” Atkin said. “I wanted to create a brand that felt like a friend—something real, something honest, and something that made women feel confident just the way they are.”
This philosophy of empowerment and authenticity has been central to OUAI’s growth. The brand’s product line, which now includes haircare, fragrances, body, bath, and hand care, is designed for simplicity and effectiveness. Atkin often refers to her target customer as “the girl on the go who only has five minutes to do her hair.”
One of OUAI’s key differentiators is its responsiveness to consumer demand. When customers raved about the brand’s fragrances, Atkin expanded the line to include OUAI de Parfums. Similarly, the brand’s foray into body and bath products was a direct response to customer enthusiasm.
Atkin credits much of OUAI’s success to her team of “multitasking AF” women, who she says are the backbone of the brand. “Having women make decisions about women’s products is empowering,” she explained. “We understand the challenges, the multitasking, and the real needs of our customers because we’re living it too.”
OUAI’s rapid expansion into major retailers like Sephora further solidified its presence in the market. The brand’s ability to thrive both online and in-store speaks to its agility and willingness to adapt to changing consumer preferences.
Atkin’s influence extends far beyond OUAI. She is also the founder of Mane Addicts, a digital magazine dedicated to hair education and creativity, and Mane University, where she mentors hairstylists and beauty enthusiasts worldwide. Through these platforms, Atkin continues to champion innovation and self-expression in the beauty industry.
At the core of Atkin’s success is her belief in staying true to oneself and one’s vision. “The best advice I can give is to stay authentic, listen to your customers, and let real needs—not industry expectations—guide your brand,” she said.
For Jen Atkin and OUAI, the future is bright. With a nine-figure brand, a loyal customer base, and a commitment to empowerment, OUAI is redefining what it means to be a beauty brand in the modern era. As Atkin often says, “It’s not just about the hair—it’s about how you feel when you walk out the door.”
Building a Legacy Through Community and Innovation
Jen Atkin’s journey began humbly as a salon receptionist in Los Angeles, where she quickly ascended to become a sought-after stylist for Hollywood’s elite. This ascent was fueled by her passion for understanding real women’s haircare needs, which laid the groundwork for OUAI’s creation in 2016. The brand’s name, pronounced “way,” is derived from the French word “oui,” reflecting its casual and unpretentious ethos.
Atkin’s vision for OUAI was rooted in a community-driven approach, fostering a two-way dialogue with customers to shape product development. This engagement not only built a loyal following but also set OUAI apart in the beauty industry. The brand’s expansion into body care in 2019 exemplified its agility in responding to consumer demand.
Beyond OUAI, Atkin’s influence extends through platforms like Mane Addicts, a digital magazine, and Mane University, where she mentors beauty enthusiasts and hairstylists globally. These initiatives underscore her commitment to innovation and self-expression in beauty.
Atkin’s guiding principle emphasizes authenticity and consumer-centricity. “Stay true to your vision and let real needs guide your brand,” she advises, highlighting the importance of empowering women in product development. This philosophy has been pivotal in OUAI’s success, redefining beauty standards by embracing imperfection and inclusivity.
Conclusion
Jen Atkin’s remarkable journey from a salon receptionist to the founder of a nine-figure brand, OUAI, is a testament to the power of authenticity and innovation. By prioritizing community engagement and customer feedback, OUAI has redefined the beauty industry, offering products that resonate with real women’s needs. Atkin’s commitment to empowerment and inclusivity has not only built a loyal customer base but also set a new standard for beauty brands. As OUAI continues to grow, its focus on simplicity, effectiveness, and self-expression ensures a bright future, proving that true success lies in staying true to one’s vision and understanding the needs of others.
Frequently Asked Questions
What inspired Jen Atkin to create OUAI?
Jen Atkin was inspired by her frustration with the lack of effective haircare products for her clients and friends, leading her to create OUAI.
How did OUAI expand its product line?
OUAI expanded its product line based on customer feedback, introducing fragrances, body, and bath care products in response to high demand.
What makes OUAI different from other beauty brands?
OUAI stands out for its community-driven approach, prioritizing customer feedback and embracing imperfection, which has fostered a loyal customer base.
What is the meaning behind the name “OUAI”?
The name “OUAI” is derived from the French word “oui,” reflecting the brand’s casual and unpretentious ethos.
What advice does Jen Atkin give to aspiring entrepreneurs?
Jen Atkin advises staying true to your vision, listening to your customers, and letting real needs guide your brand.
What is OUAI’s approach to product development?
OUAI’s product development is driven by customer feedback, ensuring products are simple, effective, and meet the needs of women on the go.
What other ventures is Jen Atkin involved in?
Jen Atkin is also the founder of Mane Addicts, a digital magazine, and Mane University, where she mentors hairstylists and beauty enthusiasts globally.