Amanda Martinez, OUAI’s Director of Social sticks to a mantra of “Don’t overthink it.” And that makes sense twofold since the haircare brand, founded by celebrity hairstylist Jen Atkin, was created to make styling more approachable.
Keeping that in mind, the OUAI team finds inspiration across categories from 90s pop culture to even vintage tampon ads, which seamlessly falls in line with one of their core values of, ‘We’re not afraid to go first.’ And that mentality is something they prioritize on social media. Unafraid to push boundaries, OUAI isn’t too precious about aesthetics outside of their launches, and they’re always looking to create content that serves a purpose versus just being ‘pretty’ so they can be a value add for their community.
Here, Martinez shares the importance of good lighting when shooting content, why the OUAI’s feed acts as a living encyclopedia, and the challenge of teaching consumers via hair tutorials.