The American giant has just announced the acquisition of Ouai, a premium brand founded by Jen Atkins, a well-known hairdresser in the United States. The acquisition is expected to increase Ouai’s profile with consumers around the world.
Ouai joins the brand portfolio of Procter & Gamble. At this time, terms of the acquisition have not been disclosed. Jen Atkin is expected to remain at the helm of the company and sees an opportunity to enter new markets. For its part, Procter & Gamble says it is pleased to add a premium and trendy brand to its stable.
