Ouai has conceived of a brand new “way” to put on its fragrances.
Jen Atkin’s hair care firm has partnered with fellow Los Angeles-based model Set Active on a line of bras and leggings. The collaboration affords 5 types in three colorways which can be impressed by Ouai fragrances North Bondi, Melrose Place and Mercer Street.
The limited-edition line shall be bought direct-to-consumer through Set Active and Ouai’s web sites. Each buy will embody a co-branded pouch with travel-size merchandise from Ouai.
“I have been a huge fan of [Set Active] because I love the way it fits, the color tones, and it’s so comfortable and well-designed,” Atkin instructed Beauty Inc. “I started tagging them and posting them. The [Ouai] team is a big fan of Set Active. It was a no-brainer for us to do something with them.”
Lindsey Carter, Set Active’s chief government officer and founder, mentioned her firm, which sells exercise bras for $45 and leggings for $65, solely began introducing collaborations this yr. Ouai is Set Active’s first magnificence companion.
“The inception [for Set Active] was my desire to create everyday essentials that have you set for wherever the day takes you,” Carter mentioned. “I felt and still do feel that Ouai is the product equivalent of that in the beauty space.”
Ouai’s fragrances, which impressed the gathering’s shade scheme, have been integral to the general enterprise, Atkin mentioned. She is planning to launch “other fragrance-inspired products” later this yr.
Atkin’s firm grew greater than 50 p.c throughout the pandemic through its personal direct-to-consumer enterprise and retail partnerships comparable to Amazon, she mentioned.
“Everybody was home, taking care of their skin and hair more than ever before. We were hydrating nonstop,” Atkin mentioned, noting Ouai’s every day care objects, comparable to shampoo and conditioner, drove gross sales. “There were obviously so many things going on throughout the last year and a half, and it [determined] the direction we went. We had hand care in the pipeline, but we made some adjustments and moved it up so that our hand cream, lotion and wash could all come out at the appropriate time.”
Atkin is now targeted on merchandise “beyond hair and fragrance,” and is seeing some success with Ouai’s merchandise. On its web site, Ouai presently sells a jelly tote, $18; a cellphone appeal, $10; a mini mini keychain bag (word the double mini), $10, and a pack of three condom hair ties for $6, in addition to different miscellaneous objects.
“We like to be able to take the brand outside of the house,” Atkin mentioned. “We worked on making Ouai-branded workout slides and workout bands. As we started to be able to go outside and social distance, we came out with our cooler and sippy cups.”
Atkin and her workforce have taken an experimental method to Ouai’s merch, however they’ve firmly drawn a line. There is one product Atkin pitched that her workforce ultimately nixed.
“I was like, ‘Could we maybe do a branded Ouai pee funnel for when you’re on a road trip?’ Everyone was like, ‘Let’s go in a different direction,’” she mentioned.
More from WWD.com:
Paco Rabanne Launching Phantom Men’s Scent
Chanel, Saks Fifth Avenue Partner on ‘Factory 5’ Collection
Refillable, Natural Personal Care Brand 900.care Raises 10M Euros