Product isn’t central to the new campaign Jen Atkin conceptualized for Ouai, her one-and-a-half-year-old hair-care brand — celebrating the “hustle” of women is.
And to do this, Atkin tapped eight women, a baby and a dog (Chrissy Teigen’s French bulldog Pippa) to depict what it means to be a woman for “Live Life Your Ouai.” The series of images shot by husband Mike Rosenthal. Today, the campaign kicks off across Ouai’s social platforms, with new content rolling out through Oct. 30. A collection where customers can shop “the best products for girls on the go,” as well as non-hair related merchandise will hit theouai.com too, including “Ouai Woke” and “Nasty in My Own Ouai” pins.
“It felt like everything was external and the narrative was about being pretty. I get it — we’re in the beauty aisle. But part of me felt just wanted to put a twist on that…and when I sat down and thought about what it means to be a woman, [I realized] there is so much more of the story to tell,” Atkin said.
The celebrity hairstylist turned entrepreneur’s need to convey “the spirit, independence and strength” of women was born from what she thinks is a hole in marketing and

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