In Brands, Exclusives, Insight, People, Retail

Named after the casual Parisian way to say yes, OUAI (pronounced way) Haircare is all about making luxury product accessible to anyone, anytime. Founder Jen Atkin is a stylist to the stars who possesses the taste of a modern glam girl on the go and insider knowledge backed by years of industry experience. And on December 13 in New York City’s trendy FiDi, I had the chance to meet the woman whose brand is raising the haircare bar one product and social media post at a time.

The #GetSheetFaced Anti-Frizz Launch event had the exclusive VIP feel consumers want to experience once in their life, but was, in reality, the most inclusive affair. Announced via social media and email, the event was promoted to everyone in the NYC area encouraging them to RSVP and attend. While waiting outside to enter the chic venue, Jen and her OUAI posse came out to greet us with phones in hand snapping photos, taking videos, waving hello, and thanking us for coming. They instantaneously warmed winter’s frigid air.

The pop-up was located on the 8th floor of a sleek open-concept space and was one giant Instagram photo op waiting to happen. From white leather couches, lush green plants, various products on display, camera equipment, chocolate coins, free Boxed Water, and vanities where a OUAI rep demonstrated on fans how to use the Anti-Frizz Sheets, all I wanted to do was snap photographs. The setting was perfect.

While I ouai-ted to try the brand’s new biodegradable Anti-Frizz Sheets (which work wonders and smell like expensive perfume), I had the opportunity to speak to die-hard OUAI fans (OUAI fam, or #ouaisquad, as Atkin affectionately calls them). They explained to me that OUAI is known for these interactive, inclusive-exclusive events and is dedicated to evolving with the community that supports them. 

“Everything they create has this never-been-done before feeling. Jen has produced a brand that lives outside beauty norms. She is always engaging us [consumers] on social media, asking us what we want, what we like and don’t like, and she not only listens, but responds and delivers the product(s) we request,” shared one person. “Jen’s OUAI pushes the boundaries and inspires other creatives to want to create. Her influence extends far beyond the haircare world,” shared another.

Every step of the way Atkin includes the people who make what she does possible and generates incredible product that lives in a realm consumers once rendered impossible: affordable luxury. 

Upon leaving, I was handed a goodie bag, thanked yet again for coming, and knew I had officially become a OUAI convert. 

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