One of the most popular hair care brands on the internet is expanding into the body care line.
Chances are, if you are always scrolling up and down on your Instagram and follow the top American celebrities including the Hadids, Jenners, or the Kardashians, you will come across the celebrity hairstylist and entrepreneur Jet Atkin’s haircare brand Ouai in the past 3 years.
Since its first launch in 2016, the haircare brand has enjoyed huge global success with their hair-care products and Loc Gel, retailing it online, Sephora, and many more beauty outlets in the world. Thanks to its chic, minimalist packaging and products that give a significant punch when it comes to its performance and function.
The label, which Atkin founded first primarily as a haircare brand in 2016, has introduced a ‘Body Creme’ and ‘Body Cleanser’ to its offering, marking its expansion into the skincare space.
In an interview with WWD, Atkin mentioned that she would have never imagined’ the brand would be able to expand into body line and care just 3 years after its launch.
Atkin claims that ‘what’s exciting is, even outside of our brand, everyone’s colouring outside of the lines. You’re not stuck with those boundaries. Although we started out as a haircare brand, it’s been fun for us to have success in other categories. It’s given us the confidence to venture out’.
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Ouai’s body care products also feature 2 brand new scents for the brand: the cleanser’s is Dean Street, with a great combination of citrus fruits, apricot, rose, magnolia, muguet, violet, amber, Linden Blossom and musk; while the creme smells of Shibuya, a mix of Mediterranean citrus, warm spices, rose, violet, and White Musk.
Ouai’s product offering currently remains largely rooted in haircare, but the brand did roll out a four-piece scent collection last year, comprising of 4, full-sized eau de parfum scents inspired by its cult products and referencing the jet-setter destinations of LA, New York, Sydney and Paris.
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Once the brand inevitably conquers the body market as it did with hair, Atkin says the goal is to expand into lifestyle products. ‘I love the idea of the brand being in different parts of the house, expanding outside of the bathroom. At the end of the day, the brand’s whole ethos is about helping make your life easier. We’ve always been that from day one’.
The news follows the announcement that the brand has reformulated its dry shampoo, following negative reviews online. Atkin revealed the new product on Instagram, by reading out mean reviews from customers on the old product.
What do you think about tumblr-ish beauty brand Ouai’s body care line? Let us know in the comments below!
Header image: The Ouai Instagram
