THE WHAT? Ouai has named former Kopari chief executive Susan Kim as CEO, with founder Jen Atkin remaining in her role as chief creative officer.
THE DETAILS Kim will officially join the Procter & Gamble-owned hair care brand on May 19 after leading skincare brand Kopari since 2020. She previously held roles at Huda Beauty and Benefit Cosmetics. Atkin said maintaining Ouai’s identity following its acquisition by P&G was a priority during the CEO search process. Kim said the brand remains in strong growth mode despite market headwinds, with priorities including international expansion, digital sales growth and preserving Ouai’s luxury positioning. Hair care remains the company’s largest category, with Detox Shampoo ranking as Sephora’s top-selling wash product. Ouai is sold through retailers including Sephora, Ulta Beauty and Amazon, with Amazon sales rising 50% over the past year due to repeat purchases. Internationally, the brand is available across the Middle East, Asia, Australia, the UK and Canada, with the Middle East identified as a key growth market.
THE WHY? The appointment reflects Ouai’s focus on scaling globally and strengthening digital and international growth while maintaining its premium brand positioning under P&G ownership.
Source: The Business of Fashion
