P&G Beauty is acquiring Influencer-founded brand OUAI, pending regulatory approvals. This venture will fuel P&G Beauty’s growth in the Prestige Beauty category and OUAI’s continued innovation and global reach.

OUAI is the first digitally-native prestige hair care brand to grow into a lifestyle brand with accessible, high quality products across hair and body, rooted in authentic values and a connected community. The brand is highly focused on the changes happening in consumer tastes and behaviors.

OUAI will continue to operate independently, led by current CEO Colin Walsh. Jen Atkin will continue in her role as Founder & Chief Creative Officer.The team will remain actively involved in the daily management of the brand, media strategy, and creative. P&G Beauty will support the OUAI team with what they need to continue to grow new segments, represent the diversity of their global community, and drive growth of the brand in this modern digital landscape.