Jen Atkin is bringing together her past and present with a new collaboration between her two haircare brands, Ouai and Mane. Mane, the hair tools brand sold at Sephora, is partnering with Ouai, the brand Atkin founded in 2016 and later sold to Procter & Gamble in 2021. Atkin continues to hold the title of founder for both brands.
The collaboration, called the Mane x Ouai The Anti-Frizz Kit, features Mane’s new Hot Straightening Brush and Ouai’s Anti-Frizz Crème. The set will be available at Sephora, priced at $98.
Atkin sees the partnership as a way to reach different consumer groups. She believes Ouai will gain access to Mane’s Gen Z and Gen Alpha audience, while Mane will connect with Ouai’s Millennial consumers. Atkin highlighted the synergy between the brands, noting that mothers and daughters are now shopping for both brands together at Sephora.
The collaboration is built around complementary value propositions. Ouai is known for simplifying hair routines, while Mane focuses on quick styling that lasts. Atkin sums it up with the tagline: “Tame your Mane, and get on your Ouai.”
Mane’s CEO, Rachel Jonas Gilman, emphasized that both brands prioritize performance and ease of use. “If you can brush your hair, you can use this tool,” she said, aligning Mane’s simple approach with Ouai’s effective formulas.
This partnership also benefits Mane, which launched just a year ago, by leveraging Ouai’s established reputation and Sephora presence to boost brand awareness. “It’s a great opportunity to introduce the new tool, partner with our sister brand, and focus on brand awareness,” Jonas Gilman said.
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