A New Chapter for Ouai Under Susan Kim
Prestige hair care brand Ouai has appointed Susan Kim as its new CEO, effective 19 May, marking a pivotal leadership transition as the company seeks to scale globally. Kim steps into the role after leading Kopari Beauty, where she oversaw a significant phase of growth in sun, skin and body care. Her appointment follows the departure of former CEO Colin Walsh, who left to helm another beauty brand, and is described by Ouai as a key milestone as the company enters its next era of expansion. Founder Jen Atkin will remain Chief Creative Officer, ensuring continuity of the brand’s voice and aesthetic. For Procter & Gamble, which acquired Ouai in 2021, the Ouai CEO appointment underscores a strategic intent: to nurture a fast-rising prestige hair care label while sharpening its international footprint and digital-first capabilities.
From L’Oréal to Kopari: The Career Shaping Susan Kim Ouai Era
Kim’s track record across major beauty players positions her uniquely for beauty brand expansion at Ouai. Early in her career she held a senior marketing role at L’Oréal, building classical brand management skills within a large corporate environment. She later spent seven years at Benefit Cosmetics, including leadership roles in US operations and global strategic marketing, giving her a deep understanding of how to scale playful, prestige brands worldwide. At Huda Beauty, Kim led marketing and digital as Senior VP, sharpening her expertise in social media, e-commerce and influencer-driven storytelling. Most recently, as CEO of Kopari Beauty, she expanded a portfolio spanning sun, skin and body care, showing cross-category agility that will be critical as Ouai continues to grow beyond hair into body and fragrance. This blend of corporate discipline and digitally native experience will likely shape the Susan Kim Ouai strategy.
Leveraging Digital-First Heritage for Prestige Hair Care Growth
Ouai’s digital-first DNA is central to its next phase, and Kim’s mandate is to accelerate online and omnichannel performance. Under P&G ownership, the brand has already seen robust digital traction, with Amazon sales reportedly increasing by 50% over the past year driven by strong repeat purchases. Hair care remains Ouai’s core category, with its Detox Shampoo named Sephora’s top-selling wash product, reinforcing its weight in the prestige hair care growth segment. Kim’s background in digital marketing at Huda Beauty and her leadership at Kopari positions her to deepen Ouai’s direct-to-consumer relationships, optimize retail partner sites and refine performance marketing. Maintaining Ouai’s luxury positioning while broadening access will be a balancing act: the brand must scale without diluting its aspirational image. Expect sharper storytelling, community-driven product launches and more personalized online experiences as Kim leans into Ouai’s social and digital communities.
Global Expansion: Deepening Retail Partnerships Under P&G
International growth is at the heart of Kim’s brief, and Ouai already has a solid platform to build on. The brand is stocked across major prestige retailers such as Sephora, Ulta Beauty and Amazon, while its global reach spans regions including the Middle East, Asia, Australia, the UK and Canada. The Middle East has been singled out as a particularly strong opportunity, aided by existing Sephora distribution. Under P&G acquisitions strategy, Ouai benefits from the conglomerate’s supply chain, retail relationships and local-market expertise, giving Kim tools to scale efficiently. The company has also expanded partnerships with retailers such as Boots, Selfridges and Cult Beauty, reinforcing its premium positioning. Future moves may include strengthening exclusive retail collaborations, tailoring assortments for local markets and pushing further into underpenetrated territories, all while preserving Ouai’s distinctive brand identity crafted by Jen Atkin.
Balancing Innovation and Brand DNA in the Next Growth Phase
Ouai’s statement around the Ouai CEO appointment highlights priorities that go beyond simple distribution gains: scaling globally, deepening retail partnerships and accelerating product innovation. Kim is expected to harness the brand’s momentum across hair, body and fragrance, introducing new products that extend Ouai’s lifestyle positioning without straying from its core. Atkin has emphasized the importance of preserving the brand’s identity after the P&G acquisitions move, and Kim has echoed this, noting that Ouai remains in a strong growth mode despite market headwinds. The challenge will be to innovate quickly—potentially exploring adjacent categories or new textures and formats—while staying true to the minimalist, modern aesthetic that fans expect. If successful, Kim’s leadership could provide a blueprint for how digitally native prestige brands scale within corporate portfolios without losing their edge.