OUAI

Jen Atkins styled hair for the Kardashian family and the Hadid sisters through the 2010s, turning her own Instagram into a direct line to millions of beauty conscious followers. In 2016, she used that reach to launch a hair care brand from scratch. Her Instagram grew past a million followers as she posted behind the scenes content from editorial shoots and red carpet appointments. In 2016, she partnered with beauty venture accelerator, luxury brand partners to launch way, with a shampoo, conditioner, and a hair oil as the opening line. The brand priced in the mid prestige tier at around $30 to $40 per bottle, sold initially through Sephora. Most hair care brands launched through salons, hoping stylists will recommend them to clients.