OUAI

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OUAI

Hair care brand OUAI competes with a number of brands, including Bumble and bumble., Moroccanoil, Briogeo, amika, Living Proof, and Drybar. Similar to OUAI, these six brands develop hair care products that are free of harmful ingredients and animal testing, which are then sold online and at upscale retailers. OUAI was founded by Jen Atkin, a celebrity hair stylist and entrepreneur who is very influential, especially on Instagram.

Competitors of OUAI

  • Bumble and bumble., Moroccanoil, Briogeo, amika, Living Proof, and Drybar are six competitors of OUAI.
  • These companies are similar to OUAI in that they sell mainly hair care products that are free of harmful ingredients, they do not test on animals, they target mainly women, they have their own online shop, and they also distribute their products through upscale retailers such as Sephora.
  • Even though OUAI also sells body care products, fragrance products, supplements, and merchandise, its core products are hair care products. OUAI’s core business is apparent in its company name, OUAI Haircare, and the manner in which OUAI describes itself on its website.
  • OUAI's core business is also apparent in the types of OUAI products that sell the most. On Sephora.com, eight of OUAI’s hair care products figure among the 200 bestselling hair care products, only two of OUAI’s body care products figure among the 200 bestselling bath & body products, none of OUAI’s body care products figure among the 200 bestselling skin care products, and none of OUAI’s fragrance products figure among the 200 bestselling fragrance products.
  • OUAI’s true competitors are not readily listed in the public domain, but they can be identified through an analysis of the bestselling hair care brands on Sephora.com. Given that OUAI’s core products are hair care products that are free of harmful ingredients and that OUAI is a cruelty-free brand, it follows that OUAI’s closest competitors are also cruelty-free brands that sell these types of products. Whether the brands sell other personal care products apart from hair care products is not as important as this criterion.
  • The brands with the highest number of products in Sephora.com’s list of bestselling hair care products are Kerastase (34), Bumble and bumble. (15), Moroccanoil (15), Briogeo (13), amika (13), Living Proof (12), Drybar (11), OUAI (8), Olaplex (8), and Verb (8).
  • Kerastase, however, is not cruelty-free, so it cannot be considered as one of OUAI’s closest competitors. This leaves Bumble and bumble., Moroccanoil, Briogeo, amika, Living Proof, and Drybar as the six closest competitors of OUAI.
  • As can be seen below, similar to OUAI, these six brands do not test on animals. Their products are free of harmful ingredients and are available online and at upscale retailers such as Sephora.

Competitor 1: Bumble and bumble.

  • Bumble and bumble, which was founded in 1977, started out as a salon in New York City. It has since evolved into a brand with two flagship salons, a university for salon owners and hairdressers, a direct sales force, and a company that manufactures and sells hair care products. In 2000, it became a subsidiary of The Estee Lauder Companies, Inc., a public company.
  • The company is led by Whitney Wolfe Herd, the founder and CEO.
  • The company is based in New York, New York and is located at 415 West 13th Street, New York, NY 10014. It has two flagship salons in New York City. One of these flagship salons is located in Meatpacking, while the other is located in Midtown East.
  • The types of products the company sells and their corresponding price ranges are as follows:
    • Shampoos and conditioners. Examples are thickening volume shampoos and conditioners, mending shampoos and conditioners, and quenching shampoos and conditioners. Prices range from $12 to $79.
    • Dry shampoos. Examples are invisible dry shampoos and blondish and brownish hair powders. Prices range from $13 to $47.
    • Masks and treatments. Examples are overnight hair masks and pre-shampoo masks. Prices range from $8 to $49.
    • Primers and pre-stylers. Examples are protective primers and thickening sprays. Prices range from $11 to $32.
    • Creams, gels, and oils. Examples are blow dry creams, curl defining creams, grooming creams, hair texture creams, and styling gels and creams. Prices range from $15 to $40.
    • Sprays and mousses. Examples are finishing sprays, texturizing sprays, curl conditioning mousses, and thickening mousses. Prices range from $15 to $47.
    • Waxes and pomades. Examples are styling gels and matte clays. Prices range from $29 to $32.
    • Products for men. Examples are styling gels, grooming creams, and tonic primers. Prices range from $16 to $60.
    • Travel-size products and value sets. Examples are value sets for plush blow dries, value sets for high volume, and mask sets. Prices range from $8 to $70.
    • Supersized products. Examples are supersized shampoos and conditioners. Prices range from $47 to $79.
  • The company does not test on animals and is therefore a cruelty-free brand. Its products are free of harmful ingredients. Its Hairdresser's Invisible Oil Shampoo, for example, does not contain formaldehyde, mineral oils, parabens, and phthalates.
  • The company has its own online shop, but it also distributes its products through its salons and the following retailers: Bluemercury, Nordstrom, and Sephora.

Competitor 2: Morrocanoil

  • Moroccanoil, a privately held company that sells hair care products, was founded in 2006 by Carmen Tal, a Montreal-based salon owner at the time. It was in Israel where Tal was introduced to argan oil. When the Moroccan oil worked wonders on her severely damaged hair, she knew that the oil presents a great business opportunity.
  • Moroccanoil's CEO in the Americas is Jay Elarar. The Global CEO, on the other hand, is David Cohen.
  • The company is based in New York, New York. It is located at 135 East 57th Street. Its zip code is 10022.
  • The company's products are categorized into hair care and body care.
  • The types of hair care products the company sells and their corresponding price ranges are as follows:
    • Shampoos and conditioners. Examples are volume shampoos and conditioners, repair shampoos and conditioners, and smoothing shampoos and conditioners. Prices range from $9.50 to $73.
    • Treatment products. Examples are treatment products for cleansing and styling. Prices range from $15 to $44.
    • Masks. Examples are color depositing masks, smoothing masks, and hydrating masks. Prices range from $7 to $68.
    • Styling and finishing products. Examples are sprays, mousses, and texture clays. Prices range from $10 to $34.
    • Tools and brushes. Examples are styling clips, styling combs, hair dryers, brushes, and curling irons. Prices range from $16 to $220.
    • Scalp balance products. Examples are treatment products for oily scalp and dry scalp. Prices range from $26 to $38.
  • The types of body care products the company sells and their corresponding price ranges are as follows:

Competitor 3: Briogeo

  • Briogeo, a privately held hair care product manufacturer, was founded in 2013. Its founder and CEO is Nancy Twine.
  • Twine had just moved to New York City and was in her early twenties when she discovered that the natural hair care products on the market were not as good as promised. This realization was what prompted her to create Briogeo. She started with only her grandmother's homemade beauty recipes, her small East Village studio apartment, and a small team of talented natural chemists.
  • The company is based in New York, New York. It is located at 32 East 31st Street. Its zip code is 10016.
  • The types of products the company sells and their corresponding price ranges are as follows:
      • Shampoos. Examples are exfoliating shampoos, volumizing shampoos, and moisture shampoos. Prices range from $24 to $58.
      • Conditioners. Examples are superfood conditioners, defining conditioners, and smoothing conditioners. Prices range from $24 to $58.
      • Treatment products. Examples are deep conditioning masks and scalp treatment products. Prices range from $18 to $115.
      • Styling and finishing products. Examples are leave-in conditioning sprays, leave-in masks, volumizing sprays, combs, and brushes. Prices range from $16 to $112.
      • Merchandise and tools. Examples are combs, brushes, pins, and massagers. Prices range from $16 to $112.
  • The company's products are ethically sourced and 100% cruelty-free. They do not contain artificial dyes, diethanolamine or DEA, parabens, phthalates, silicones, and sulfates.
  • The company has its own online shop, but it also distributes its products through upscale retailers such as Bloomingdale's, Sephora, and Space NK.

Competitor 4: amika

  • amika, a privately held company that sells hair care products and hair styling products, was founded in 2007 in Williamsburg, Brooklyn. Nir Kadosh, Vita Raykhman, Shay Kadosh, and Chelsea Riggs, the individuals who founded the company were industry outsiders, as they had no previous experience in the beauty industry. amika was created to be "the antithesis of [the] typical beauty brand."
  • amika does not have a CEO, but it is led by Brand President Chelsea Riggs.
  • The company is based in New York, New York. It is located at 300 Meserole Street, Brooklyn. Its zip code is 11206.
  • The types of products the company sells and their corresponding price ranges are as follows:
    • Shampoos and conditioners. Examples are repair shampoos and conditioners, thickening shampoos and conditioners, smoothing shampoos and conditioners, clarifying shampoos and conditioners, leave-in conditioners, and cleansing conditioners. Prices range from $9 to $70.
    • Dry shampoos. Prices range from $10 to $25.
    • Masks and treatment products. Examples include instant shine masks, nourishing masks, intense repair masks, and moisture and shine creams. Prices range from $10 to $52.
    • Prime and protect products. Examples include detangling primers, blowout sprays, and anti-humidity sprays. Prices range from $10 to $28.
    • Styling products. Examples include volume and matte texture sprays, touchable hairsprays, and intense hold hairsprays. Prices range from $10 to $300.
    • Body care products. Examples include body washes, body creams, and body lotions. Prices range from $18 to $50.
    • Travel products. Examples include mini or travel-sized shampoos, conditioners, masks, sprays, dryers, stylers, and bags. Prices range from $9 to $70.
    • Merchandise. Examples include bags, pouches, fanny packs, caps, shirts, jackets, and pins. Prices range from $2 to $125.
    • Tools. Examples include straightening brushes, stylers, dryers, and curling irons. Prices range from $35 to $950.
  • amika does not perform animal testing. Its products are clean too, as they do not contain artificial colors, methylisothiazoline or MIT, methylchloroisothiazolinone or MCI, phthalates, and sulfates. They are vegetarian-friendly as well.
  • amika has its own online shop, but it also distributes its products through salons and upscale retailers such as Sephora.

Competitor 5: Living Proof

Competitor 6: Drybar

  • Drybar, a privately held company that offers hair care products and hair styling and blowout services, was founded in 2010 by professional stylist Alli Webb. Webb founded Drybar because she "constantly found herself overpaying for blowouts at traditional salons."
  • The company, which has more than 125 blowout shops, is led by CEO John Heffner.
  • Drybar is based in Irvine, California. It is located at 125 Technology Suite 150. Its zip code is 92618.
  • The types of products the company sells and their corresponding price ranges are as follows:
    • Shampoos and conditioners. Examples are smoothing shampoos and conditioners, nourishing shampoos and conditioners, and brightening shampoos and conditioners. Prices range from $13 to $32.
    • Dry shampoos. Examples are original-scented dry shampoos and conditioners, lush-scented dry shampoos and conditioners, and invisible dry shampoos. Prices range from $13 to $46.
    • Treatments and heat protection products. Examples are heat protectant mists, heat protectant lotions, leave-in conditioners, smoothing oils, and nourishing hair masks. Prices range from $23 to $38.
    • Styling and finishing products. Examples are finishing sprays, volume-boosting mousses, and finishing creams. Prices range from $20 to $29.
    • Volume products. Examples are volume-boosting powders, volume-boosting mousses, blow dryers, and brushes. Prices range from $10 to $195.
    • Texture products. Examples are styling pastes, curling irons, and curling and styling wands. Prices range from $25 to $165.
    • Tools. Examples are blow dryer brushes, heated straightening brushes, digital curling irons, and straightening irons. Prices range from $49 to $195.
    • Brushes. Examples are paddle brushes, boar bristle brushes, detangler brushes, blow dryer brushes, teasing brushes, and heated straightening brushes. Prices range from $12 to $241.
    • Kits and accessories. Examples are blowout kits, travel kits, and hair ties. Prices range from $6 to $199.
    • Bundles. Examples are tool bundles, brush bundles, deep conditioning bundles, de-frizzing bundles, and smoothing bundles. Prices range from $46 to $490.
  • Drybar does not conduct any animal testing, and its products are all free of parabens, phthalates, and sulfates.
  • Drybar sells its hair care products through its online store and at upscale retailers Bloomingdale's, Nordstrom, Sephora, and Ulta.

Professional Background of Jen Atkin

Personal Background of Jen Atkin

Sources
Sources