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Published September 25, 2018
Published September 25, 2018
OUAI Haircare

Ouai Haircare is gearing up for its next phase of growth with a minority investment from Alliance Consumer Growth.

WHO: Founded in 2009 by celebrity hair stylist Jen Atkin, Ouai Haircare is an approachable, easy-to-use haircare products and supplements line made for Instagram. Atkin has leveraged her celebrity clients including Reese Witherspoon, Emma Stone, Jessica Alba, and the Kardashian clan, along with her personal social following, to market the brand. The brand is sold at Sephora, QVC, Nordstrom, Neiman Marcus, Barneys, and Amazon.

Alliance Consumer Growth (ACG) is a private equity investment firm focused exclusively on high-growth consumer companies. ACG has created a unique investment platform to identify and invest in the most promising young consumer brands, help accelerate their growth, and ultimately help maximize value for all stakeholders. Current beauty investments are Tata Harper, Pacifica, Harry’s, Nudestix, and Lola.

IN THEIR OWN WORDS: “The brand turns three in February and I felt it was time to bring someone in to help us develop our strategy in the business,” Atkin told WWD.


  • Alliance Consumer Growth has made a minority investment in Ouai Haircare.
  • Colin Walsh, formerly the chief executive officer of DevaCurl, has been named CEO of Ouai.
  • Co-presidents Deanna Kangas and Andrew Knox are leaving the company to focus on other start-ups.

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