Ouai, the haircare brand, has just introduced a bodycare range

  • Style
  • Wednesday, 04 Dec 2019

Jen Atkin's Ouai brand moves into bodycare. Photo: AFP Relaxnews

Celebrity hairstylist Jen Atkin is moving into bodycare with her beauty brand Ouai.

The label, which Atkin founded as a haircare brand in 2016, has introduced a "Body Creme" and "Body Cleanser" to its offerings, marking its expansion into the skincare space.

"This duo is your answer to dull and dehydrated skin, starting in the shower," said the brand in an Instagram post, detailing that the Body Cleanser gently cleanses and hydrates the skin, while the Body Creme hydrates "without the greasy residue."

The products also feature two brand new scents for the brand: the cleanser's is Dean Street, a combination of citrus fruits, apricot, rose, magnolia, muguet, violet, amber, Linden Blossom and musk; while the creme smells of Shibuya, a mix of Mediterranean citrus, warm spices, rose, violet and White Musk.

"I would have never imagined that we'd be in body in year three," Atkin told WWD in an interview, adding that she hasn't ruled out expanding her brand into other lifestyle categories, either. "I love the idea of the brand being in different parts of the house, expanding outside of the bathroom," she told the publication.

Ouai's product offering remains largely rooted in haircare for now, but the brand did roll out a four-piece scent collection last year, comprising four, full-sized eau de parfum scents inspired by its cult products and referencing the jet-setter destinations of LA, New York, Sydney and Paris.

Atkin isn't the only beauty mogul turning her attention to bodycare recently – Kylie Jenner (whom she regularly works with on show-stealing hairstyles) also made the move this summer, unveiling a trio of body products earlier this year under her new "Kylie Skin" brand. – AFP Relaxnews

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