Fragrance house

Ouai

Ouai was launched in 2016 by celebrity hairstylist Jen Atkin, who created it in response to a lack of relatable haircare. Its identity centers on consumer participation, rejecting unrealistic expectations and embracing imperfections, with an aim to be better in real life than on Instagram. The brand began in haircare and expanded into body, bath, hand care, fragrance, and lifestyle categories. In September 2018, Ouai sold a minority interest to Alliance Consumer Growth. Procter & Gamble announced an agreement to acquire Ouai on December 3, 2021, and listed the brand among its Beauty acquisitions for fiscal 2022. Ouai launched its first fragrance collection in November 2018, comprising four eau de parfums named after streets associated with Atkin’s favorite cities. The fragrance line was developed from customer requests for wearable versions of the scents used in Ouai hair products. Melrose Place is the brand’s number-one best-selling scent, a Los Angeles-inspired velvety-rich rose fragrance available across hair, body, home, and perfume formats.