# Celebrity Stylist Haircare Lines Ouai Haircare is a New Brand from Celeb Stylist Jen Atkin By Rebecca Byers | Published 2016-01-18 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/ouai-haircare References: [theouai](http://theouai.com/) & [facebook](https://www.facebook.com/TheOuai) 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](https://www.trendhunter.com/trends/mane-x-ouai-the-antifrizz-kit) 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](https://www.trendhunter.com/trends/ouai-leave-in-conditioner) includes [four shampoos and conditioners](https://www.trendhunter.com/trends/odele-haircare-product) (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. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 68% | Activity: 72% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### 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. ## Related on Trend Hunter - [Gen Z-Approved Haircare Products](https://www.trendhunter.com/trends/mane-haircare-products.md) - [Co-Branded Frizz Control Kits](https://www.trendhunter.com/trends/mane-x-ouai-the-antifrizz-kit.md) - [Salon-Quality Pet Shampoos](https://www.trendhunter.com/trends/fur-bebe.md) - [Hairstylist-Approved Brand Launches](https://www.trendhunter.com/trends/roz-launches-at-sephora.md) - [Youthful Hair Mists](https://www.trendhunter.com/trends/scented-hair-and-body-mists.md) - [Fashionista-Inspired Hair Lines](https://www.trendhunter.com/trends/djerf-avenue-beauty.md) - [Stylist-Approved Haircare Lines](https://www.trendhunter.com/trends/stylistapproved-haircare.md) - [Hair Brand Launches](https://www.trendhunter.com/trends/alli-webb-launches-messy-hair-care.md) - [Hair Accessory Distribution Partnerships](https://www.trendhunter.com/trends/emi-jay.md)