January 23, 2021

Influencer Peddler: Jen Atkin

Jet Atkin didn’t put her name on the bottles of her hair-care products for a reason.
“The brand is not really about me,” Atkin, hairstylist to the Kardashian-Jenner clan and Bella Hadid and founder of her brand Ouai, said. “It’s my baby and it’s my hair-care brand, but I did not want to go the route of telling my story and it being about me and how I do hair. I wanted to talk about how I could give the power of doing your hair to women and teaching them the tricks I learned backstage and throughout the years.”
That concept was rolled into the brand’s latest marketing campaign, Live Life Your Ouai.
“When I thought of the name, I wanted to make a conversation piece, I didn’t think about all the amazing puns that would come our Ouai,” Atkin, a pun enthusiast, said.
Roughly a year-and-a-half post-launch, Ouai is growing — the brand will roll into all Sephora U.S. doors in September; right now, it’s in about 300 Sephora U.S. doors. That rollout, plus the brand’s expansions with Sephora in Southeast Asia and Dubai, is expected to bring Ouai to at least $15 million in net sales for 2017, according to industry sources.

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