Jen Atkin Expands Into Body Care With New Ouai Line


Jen Atkin’s Ouai line has had much success in the last few years, and so it comes as no surprise to hear the news that the brand has branched out from haircare to body care.

The brand recently launched its debut line of body products. In an interview with WWD, Atkin says she “would have never imagined” the brand would be able to expand into body just three years after launch. “What’s exciting is, even outside of our brand, everyone’s colouring outside of the lines. You’re not stuck with those boundaries. Although we started out as a haircare brand, it’s been fun for us to have success in other categories. It’s given us the confidence to venture out.”

Atkin regularly listens to and polls her followers to find out what they’d like to see next from the brand. Body, she says, was among the top five answers every time she asked.


The cruelty-free brand’s new sector of body care products include a body cleanser ($28), and body creme ($38).

The zesty body wash cleanser lathers perfectly to gently cleanse, hydrate and refresh your skin. Infused with balancing probiotics, a blend of skin-softening jojoba seed and rose hip oils, and with a new grown-up citrus fragrance. It’ll wake you up, lift your mood, and rinse a-OUAI your sins.

On the other hand, their new body creme is a new formula velvety-soft whipped body lotion that you need in your skincare routine. It has cupuaçu butter and coconut oil to deeply nourish and hydrate, squalane (a powerful antioxidant moisturizer) to treat dry skin, and their all-new, warm and floral scent: Shibuya. Lay it on thick—it absorbs quickly and leaves your skin soft and smooth.


Check out the OUAI’s body care line here.

Main Image Credit:@theouai on instagram.