Key Takeaways
- Susan Kim has been appointed as CEO of Ouai, effective May 19, 2023, succeeding her role at Kopari.
- Her focus will be on international expansion, digital sales growth, and maintaining the brand’s luxury status.
- Ouai’s Detox Shampoo is Sephora’s top-selling wash, and the brand has seen a 50% increase in Amazon sales over the past year.
Leadership Transition at Ouai
Former Kopari CEO Susan Kim has been appointed as the new CEO of Ouai, a Procter & Gamble-owned hair care brand, effective May 19, 2023. Kim takes over leadership from founder Jen Atkin, who will continue in her role as chief creative officer.
Kim has a solid background in the beauty industry, previously leading the skincare brand Kopari since 2020 and holding key positions at Huda Beauty and Benefit Cosmetics. Atkin emphasized the importance of preserving Ouai’s identity throughout the CEO search process, particularly following its acquisition by Procter & Gamble.
Under Kim’s leadership, Ouai aims to continue its impressive growth trajectory despite facing challenges in the market. Her three main priorities include expanding internationally, increasing digital sales, and securing the brand’s luxury positioning. Ouai’s hair care segment is the largest for the company, with its Detox Shampoo recognized as Sephora’s top-selling wash product.
Ouai products are sold through major retailers such as Sephora, Ulta Beauty, and Amazon, where sales have surged by 50% over the past year, largely due to repeat purchases from satisfied customers. The brand is currently available in various international markets, including the Middle East, Asia, Australia, the UK, and Canada. Among these, the Middle East has been identified as a significant growth market for the brand.
This leadership transition underlines Ouai’s commitment to scaling globally and enhancing its digital footprint while maintaining a premium brand identity under P&G’s ownership.
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