Achieving #HAIRGOALS

Ouai Haircare Ouai Haircare

The Power of Brand

Celebrity hairstylist Jen Atkin wanted to disrupt the haircare market with a chic AF brand for the girl who buys Zara but wears it like Celine.


CASE got Jen’s vibe — from naming and identity to packaging to digital marketing and e-commerce. Result? A brand now coveted by it girls everywhere.

Jen Atkin

Jen Atkin, Ouai Founder

“If you haven’t heard of Jen Atkin yet, no offense, but where have you been? The go-to mane master for the entire Kardashian family was recently declared the most influential hairstylist in the world by The New York Times.” –Elle.com

Ouai Instagram


Ouai Twitter


Ouai Snapchat


Ouai Tumblr


Ouai Facebook


Ouai Periscope


Ouai Haircare Ouai Haircare


“Ouai means yes, in that casual, Parisian way. It’s about saying yes to real hair for real life. And to looking chic, no matter how many followers you have.” –Jen Atkin

Brand Identity

Inspired by vintage French packaging, the brand is chic, modern and minimal. Beauty imagery, shot by Mike Rosenthal, captures Jen’s signature “model-off-duty” look.

Ouai Logo


“I wanted it to look really pretty in the bathroom ... have it be selfie-worthy.”–Jen Atkin

Ouai Packaging
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“A mobile-native digital experience with an editorial vibe allows fans to shop and subscribe to their fave products, or view quick how-to videos to get the look without a glam squad.”

Ouai Mobile Site Ouai Mobile Site
Ouai Site
Ouai Site


Since launch in February 2016, OUAI and Jen Atkin have blown up the internet, with hundreds of awesome media mentions and shout outs from #OUAIaddicts and celebrity fans. First month sales exceeded expectations with multiple products selling out in days. The brand is available at theouai.com and select Sephora stores, and will launch internationally later this year.

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