Webinar | Women’s Nutrition: Nourishing Womanhood From Pregnancy To Menopause
11 September | 12 PM ET: Register Now

Instagram X-twitter Linkedin-in Youtube
GET IN TOUCH

OUAI

Procter & Gamble Beauty has announced it is acquiring beauty brand OUAI
2016

http://theouai.com

CosmeticsHaircare
Innovation
About
Products
Future Plan
Awards and Recognitions
M&A and Collabs
News

Innovation

Industry Problem

Consumers want effective haircare with simple routines, premium fragrance and products suited to common needs such as buildup, frizz and damage

R&D Focus

Prestige haircare, scalp cleansing, styling, body care and fragrance-led formulations

Innovative Solution

Combines salon-inspired formulations with lifestyle positioning and a simplified product architecture

Solution Effectiveness

Strong retail and acquisition traction demonstrate demand

About

Procter & Gamble Beauty has announced it is acquiring beauty brand OUAI

Products

Product

Detox Shampoo, Leave In Conditioner, Fine/Medium/Thick Hair lines, body care and fragrance; extensive customer reviews are available

Star Product

Detox Shampoo, one of the brand’s most recognized and frequently reviewed products

Demo Product or Complete Product?

Complete product line; brand launched in 2016

Future Plan

Market Expansion

Under P&G, the brand has continued international, digital and professional-channel expansion

Awards and Recognitions

Media Apperance

Widely covered by beauty, consumer and transaction media

M&A and Collabs

Collab

Sephora has been a major retail partner

Collab

SalonCentric distribution partnership announced July 29, 2025

Acquisitions

Procter & Gamble agreed to acquire OUAI on December 3, 2021; the transaction completed in January 2022

Something missing or incorrect on this page? Help us enrich this information

Claim Now and Contribute