Headquartered in Los Angeles, the brand is founded by celebrity hairstylist Jen Atkin and best known for being the hairstylist of the Kardashian-Jenner family.
It is currently available in Asia-Pacific markets, including Australia, Hong Kong, India, Indonesia, Malaysia, New Zealand, Philippines, Singapore, and Thailand, via beauty retailer Sephora.
OUAI recently introduced — for the first time — a line-up of travel-size shampoos, conditioners, styling and finishing, and body care products.
Called OUAI To Go, this range comprises a total of 19 products, all of which are said to be crowd favourites.
“At OUAI, we always listen to our community. We saw an opportunity to make our bestsellers even more accessible [to consumers], whether you’re traveling, on-the-go, or just looking to try something new without committing to full-size.
“Launching 19 products in travel size was a way to give more flexibility and convenience to our community while ensuring they never have to compromise their routine. It’s all about making OUAI easier to experience anytime, anywhere,” Diana Pratasiewicz, OUAI’s Head of Education, told CosmeticsDesign-Asia.
With the travel-friendly packaging, consumers no longer need to rely on hotel three-in-ones or struggle to slot full-size bottles into carry-on luggage, she added.
“These minis are small enough to travel light but powerful enough to deliver full-sized results. They provide everything you need for healthy hair and glowing skin, no matter where you are headed.
“Today’s consumer is busier and more mobile than ever. Whether it’s fitting beauty essentials into a gym bag, a carry-on, or a crowded bathroom shelf, portability is key.
“We are seeing strong demand across categories — hair care, body care, and fragrance — for formats that offer the same quality and sensorial experience in a more flexible size.”
Pratasiewicz reiterated that beyond convenience, the launch of the travel-size range seeks to meet the needs of consumers and help them pursue their ideal lifestyles.
“It also allows us to expand how, where, and when people experience OUAI — be it long-time fans looking for their favourite products in new formats, or new customers discovering the brand for the first time through a more accessible entry point.”
OUAI To Go has been rolled out across its key markets, including the US, Canada, UK, Australia, and select regions in Asia.
In Singapore, the products are exclusively sold at Sephora physical stores and online platform from April 10.
“These are markets where we’ve seen strong loyalty to our core franchise products, and an increasing desire for flexibility and portability.”