It’s no secret that OUAI is one of the best brands that you can incorporate into your self care/beauty routine. From body scrubs to bath bombs, the brand truly has all that you need to pamper yourself from head to toe.

But outside of a wide range of pamper products, we also love a brand that uses its platform to enforce positivity and inclusivity, and OUAI is doing just that. The “cult-favorite hair and body care brand” has just launched their new global brand campaign that strives to give its consumers the “confidence to live life your OUAI.”

The campaign, created by founder Jen Atkin, strives to “encourage and remind consumers” that they are their best, most authentic version of themselves when they do things their “OUAI.” And encourage others to do the same.

The brand is also “spotlighting real personalities” within their campaign.


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“The campaign showcases a bevy of different archetypes in the community: a real-life same sex couple, grandparent and granddaughter, working mother and daughter, a diverse group of friends, and parenthood,” the brand’s press release reads. “The brand hopes to further their community and be a champion for all the organizations and communities they support – not just through this campaign, but every day.”

Photo Credit: Courtesy of OUAI

Atkin took to Instagram to share her excitement for the campaign’s launch.

“Our new @theouai campaign out in the wild!! Our team worked so hard to put this campaign together and I’m so so happy how it turned out,” she wrote. “Look for it soon in stores and on our site and send me pics if you see them on the street! Bravo team.”