ouai

A Gen Alpha beauty disruptor is coming.

Under eye patches make their case for out of the house attire, and Sofia Richie Grainge plots a beauty line.

Sales of high-end hair products grew 32 percent in 2021 and more brands are debuting science-backed scalp serums and hair repair treatments in response to customer demand.

Amidst a booming skincare market, makeup-first labels are angling to become purveyors of moisturisers and serums, too. But can a brand be an authority in both?

The entrepreneur behind Ouai and Mane Addicts shares her experiences going from hairstyling assistant to A-list beauty influencer and brand builder.