Ouai Haircare is a new brand from Jen Atkin, a stylist who has gained notoriety for her work with the Kardashian-Jenner family and through her educational blog Mane Addicts. Pronounced "way," Ouai Haircare will be available through its web store on February 1, with it launching at Sephora in March 2016.
The debut line from Jen Atkin is said to be formulated for busy women looking for a high-quality solution that will support all aspects of hair health. Presently, the Ouai Haircare collection includes four shampoos and conditioners (Repair, Smooth, Volume, and Clean) and three nutritional supplements that target thin hair, dry hair and oily scalps.
The Ouai Haircare line from Jen Atkin follows Kylie Jenner's highly successful lip kit launch.
What's Driving This Trend
- Celebrity Haircare Lines
- The success of Ouai Haircare presents a disruptive innovation opportunity for other celebrity stylists to launch their own haircare lines.
- Functional Haircare Products
- The introduction of targeted nutritional supplements by Ouai Haircare represents a disruptive innovation opportunity for other haircare brands to formulate functional products for specific hair concerns.
- Direct-to-consumer Haircare
- The successful launch of Ouai Haircare's web store presents a disruptive innovation opportunity for other haircare brands to prioritize their direct-to-consumer strategy.
Who This Affects Most
- Beauty
- The rise of celebrity haircare lines, exemplified by Ouai Haircare, presents disruptive innovation opportunities for companies in the beauty industry to collaborate with stylists to launch haircare brands.
- Fashion
- The convergence of fashion and beauty, as seen in the celebrity endorsements for Ouai Haircare, presents disruptive innovation opportunities for fashion brands to launch their own haircare lines.
- E-commerce
- The success of Ouai Haircare's direct-to-consumer web store presents a disruptive innovation opportunity for other e-commerce companies to prioritize their own branded product lines.
