Ouai Turns Popular Fragrances Into Activewear – WWD

Ouai has conceived of a brand new “manner” to put on its fragrances.
Jen Atkin’s hair and physique care firm has partnered with fellow Los Angeles-based model Set Active on a line of bras and leggings. The collaboration presents 5 types in three colorways which can be impressed by Ouai fragrances North Bondi, Melrose Place and Mercer Street.
The limited-edition line can 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’ve been an enormous fan of [Set Active] as a result of I really like the best way it matches, the colour tones, and it’s so snug and well-designed,” Atkin informed Beauty Inc. “I began tagging them and posting them. The [Ouai] group is an enormous fan of Set Active. It was a no brainer for us to do one thing 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 12 months. Ouai is Set Active’s first magnificence accomplice.

“The inception [for Set Active] was my want to create on a regular basis necessities that have you ever set for wherever the day takes you,” Carter mentioned. “I felt and nonetheless do really feel that Ouai is the product equal of that within the magnificence house.”
Ouai’s fragrances, which impressed the gathering’s coloration scheme, have been integral to the general enterprise, Atkin mentioned. She is planning to launch “different fragrance-inspired merchandise” later this 12 months.

Atkin’s firm grew greater than 50 % in the course of the pandemic through its personal direct-to-consumer enterprise and retail partnerships akin to Amazon, she mentioned.
“Everybody was dwelling, caring for their pores and skin and hair greater than ever earlier than. We had been hydrating nonstop,” Atkin mentioned, noting Ouai’s every day care objects, akin to shampoo and conditioner, drove gross sales. “There had been clearly so many issues occurring all through the final 12 months and a half, and it [determined] the route we went. We had hand care within the pipeline, however we made some changes and moved it up in order that our hand cream, lotion and wash might all come out on the applicable time.”
Atkin is now targeted on merchandise “past hair and perfume,” and is seeing some success with Ouai’s merchandise. On its web site, Ouai at the moment sells a jelly tote, $18; a telephone allure, $10; a mini mini keychain bag (notice the double mini), $10, and a pack of three condom hair ties for $6, in addition to different miscellaneous objects.
“We like to have the ability to take the model outdoors of the home,” Atkin mentioned. “We labored on making Ouai-branded exercise slides and exercise bands. As we began to have the ability to go outdoors and social distance, we got here out with our cooler and sippy cups.”
Atkin and her group have taken an experimental method to Ouai’s merch, however they’ve firmly drawn a line. There is one product Atkin pitched that her group ultimately nixed.
“I used to be like, ‘Could we perhaps do a branded Ouai pee funnel for while you’re on a street journey?’ Everyone was like, ‘Let’s go in a special route,’” she mentioned.
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