Procter & Gamble Beauty has announced it is acquiring beauty brand OUAI, a deal that looks to fuel the firm’s Prestige Beauty portfolio.

OUAI, founded by hairstyling influencer Jen Atkin who claims more than four million followers on Instagram, is the first digitallynative prestige hair care brand to grow into a lifestyle brand.  The LA-based brand will continue to operate independently, led by current CEO Colin Walsh.  Jen will continue in her role as founder and Chief Creative OfficerThe team will remain actively involved in the daily management of the brand, media strategy, and creative.

“I’m excited about this new type of relationship between a younger socially connected brand and one of the largest companies in the world. They’re excited about the brand, are passionate about what we do and how we do it, and can support us in many waysThey’re the best at building global brands so the opportunities are limitless,” said Jen. “I appreciate the fact they will let us at OUAI continue to think differently and invent as we goI have long term ideas about the ever-changing beauty industry and am excited to be rooted within P&G. Twenty-two years ago I drove to L.A. in a Honda Civic with $300 and a dream…this is a big moment for me and all future female entrepreneurs and is a starting point for more to come.”

Our decision to partner with P&G Beauty was driven by shared values, a commitment to a people first culture, and a passion for innovation,“ said Colin Walsh, CEO, OUAI. “We are truly thrilled about the exciting future ahead.“

Colin joined OUAI in 2018. Prior to this role, Colin was the CEO of DevaCurl. He was formerly Vice President, General Manager of Matrix USA within the Professional Products Division of L’Oréal. OUAI was conceived in 2016 by Jen, a Hollywood hair guru, who The New York Times called, “The Most Influential Hairstylist in the World.” (She also created the digital magazine

Alex Keith, CEO of P&G Beauty, said of the deal, “We are so pleased to add OUAI to our P&G Beauty portfolio. It is a beautiful brand rooted authenticity with a highly connected community, all of which make it unique. It fills a gap in our portfolio as a modern prestige offering that is beloved by GenZ and Millennials.”