- To learn about the haircare company OUAI, its founder Jen Atkins, and its competitors to help form recommendations on redesigning and rebuilding their ecommerce website.
- OUAI Haircare is identified here.
- OUAI Haircare is a privately-owned, private-equity backed personal care company focusing on haircare products.
- OUAI was founded by Jen Atkins in Los Angeles, California.
- In September 2018, Colin Walsh was named CEO. He had previously been CEO of DevaCurl.
- In 2018, OUAI also gained Alliance Consumer Growth as a minority investor.
- Sephora, which started selling OUAI products in March 2016, was the first store to carry them. The company sells it products in other retailers including Nordstrom, Urban Outfitters and Space NK stores. In January 2020, ULTA began selling OUAI products in its 1,200 locations.
- OUAI Haircare products are also available direct-to-consumer through the company website and through its Amazon storefront.
- OUAI sells a range of haircare and personal care products.
- Haircare products include shampoo, conditioner, and styling products including dry shampoo, leave-in conditioner, hairspray, wave enhancers, volume spray, hydrating oil, air dry foam, heat protectant, pomade, finishing creme, and anti-frizz hair sheets.
- Personal care products include body cleansers, body oil, body creme, scalp & body scrub, treatment masks, scented bath bombs, after sun body smoother, and perfume.
- Supplements sold by OUAI are designed to treat thinning, dry, or oily hair.
- Other merchandise sold by OUAI includes clothing, hair ties, and an envelope clutch.
- The price of OUAI haircare products ranges from $12 — $38.
- The price of OUAI personal care products ranges from $16 — $32. Perfumes cost $56.
- Supplements cost $28.
- The price of merchandise varies widely from $6 for hair ties to $69 for a hoodie.
- In 2018, OUAI was projected to reach $23 million in sales.
Summary of the Finding Relevant to the Research
- During our initial hour of research we were able to find and provide background information on OUAI including when it was founded and the first retailers that sold its products. We were also able to provide the name of the current CEO and an estimated sales amount from 2018. As a privately-owned company, OUAI does not make its sales and revenue information widely available.
Proposed next steps:
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We suggest continued research to provide a detailed biography, both personal and professional, of OUAI's founder, and celebrity stylist, Jen Atkins. We will provide professional details about Jen Atkins, such as her educational and work background and experience, her accomplishments as OUA, the names of any celebrities she has been linked to and links to her personal and professional social profiles. Her LinkedIn profile has already been provided. We also provide any personal details about Jen Atkins, such as her interests and hobbies, 2-3 articles about or involving her, and any publications or articles she's written.
Additionally, we suggest research to identify six competitors of OUAI. These competitors must sell hair and personal care products both online and in upscale retailers such as ULTA and Sephore. Once the competitors have been identified, we will complete a competitive landscape of them. For each company, we will provide, One: the name of the company, Two: a brief description of the company including its history (founded date) and the name of its CEO, Three: 3-5 desc the location of its headquarters, Four: the types of product it sells (these will be described in general terms like they are in the strategy), and Five: price ranges for each product/product type. The competitive landscape will not be started until after all six competitors have been identified.