OUAI Influencer Marketing Strategy
(2026 Data & Insights)

We analyzed 5.7k pieces of influencer content sponsored by OUAI over the last 12 months.

This report breaks down where & how OUAI invests in influencer marketing, which social platforms they prioritize, top geographical markets, and more.

The data in this report comes from Modash's Brand Collaborations API.

P.S. for a simple list of influencers who have collaborated with OUAI, see here: OUAI influencers.

Influencer activity throughout the year

OUAI's influencer campaigns are active year-round with notable month-to-month fluctuation. The chart below shows month-by-month data for total sponsored posts tracked.

OUAI's influencer output appears relatively consistent throughout the year, averaging about 477 sponsored posts per month. December recorded the highest volume at 722 posts (51% above average), while May was the quietest at 148 posts.

Social platforms breakdown

In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of OUAI's sponsored influencer collaborations break down by social platform:

• TikTok: 4.3k posts (74.4%)
• Instagram: 1.4k posts (25%)
• YouTube: 30 posts (0.5%)

TikTok influencer marketing is a clear focus for OUAI.

Here are 3 examples of OUAI's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).

miammarquez x OUAI

miammarquez

@miammarquez

08 Dec, 25

9.1M

@theouai Ibiza and Santorini Mists smell like [...]

Influencer bio

♡︎ nyc ⁂❤︎︎ @recovered.by.m 🪡 mgmt: @koshu.co mia@koshu.co

Collaboration metrics

Post views9.1M

Post EMV $273.9k

More influencer data

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dananozime x OUAI

dananozime

@dananozime

08 Dec, 25

10M

221.6k

Transporting to paradise with @THE OUAI #OUAIPartner

Influencer bio

beauty, fashion, and lifestyle — chicago 🧚🏽‍♀️ ✉️ dana@underscoretalent.com

Collaboration metrics

Post views10.0M

Post EMV $211.1k

More influencer data

Get a free trial to find more data on influencer audiences, performance, and collaborations.

lilypebbles x OUAI

lilypebbles

@lilypebbles

25 Apr, 26

35.3k

1.2k

[...] & Co Rehab Dose 0 Matcha Scalp Hair Oil Ouai Fine Hair Shampoo Ouai Fine Hair [...]

Influencer bio

OG Comfort Creator // Here for the authentic, slower paced content. Weekly vlogs every Sunday 7.00am GMT. Style - Food - Beauty - London - Home Follow on Instagram @lilypebbles

Collaboration metrics

Post views35.3k

Post EMV $1.2k

More influencer data

Get a free trial to find more data on influencer audiences, performance, and collaborations.

💡 Related resource: How To Find TikTok Influencers.

Influencer audience size breakdown (by views)

OUAI's creator selection appears relatively diversified across size tiers, with no single segment dominating. This suggests a balanced approach to influencer partnerships, spreading investment across different audience sizes.

Here is an example of a sponsored collaboration with a larger-audience creator on TikTok (6.1M avg views/post):

jayjaymarie_ x OUAI

jayjaymarie_

@jayjaymarie_

23 Mar, 26

186

10

[...] residue, I’m in love. #complimentary #OUAIBondRepairBalm #OUAIDetoxShampoo #OUAI [...]

Influencer bio

💌:jaycmarie07@gmail.com 💙

Collaboration metrics

Post views186

Post EMV $4

More influencer data

Get a free trial to find more data on influencer audiences, performance, and collaborations.

And here is another example with a smaller creator on TikTok (122 avg views/post):

katerina__la x OUAI

katerina__la

@katerina__la

24 Mar, 26

122

5

I am obsessed with my new Ouai hair routine! Their new Bond Repair Balm [...]

Influencer bio

Signed model | UGC creator Ukrainian in LA ❤️ Modeling life&beauty finds

Collaboration metrics

Post views122

Post EMV $3

More influencer data

Get a free trial to find more data on influencer audiences, performance, and collaborations.

OUAI's repeat partnerships

byemmaleah x OUAI

byemmaleah

@byemmaleah

01 Feb, 26

166.6k

8.8k

[...] @vegamour gro shampoo* @theouai scalp and body scrub* [...]

byemmaleah

@byemmaleah

15 Aug, 25

66.6k

3.5k

[...] 🌙🧡🎀🧚‍♂️🦋🫧 products @theouai scalp + body scrub* [...]

byemmaleah

@byemmaleah

15 Feb, 26

45.5k

2.3k

[...] ☁️🎀🧡🧚‍♂️🦋🫧 products @theouai scalp + body scrub* [...]

psychictexas x OUAI

psychictexas

@psychictexas

12 Jun, 25

4.8k

14

[...] mist for summer 🌊☀️🤌 @THE OUAI #fyp #theouai #fragrancemist [...]

psychictexas

@psychictexas

17 Sep, 25

1.7k

10

Absolutely obsessed with the ouais body cream @@THE [...]

psychictexas

@psychictexas

14 Jun, 25

1.6k

11

[...] so refreshing I’m obsessed @THE OUAI #fyp #theouai #fragrancemist [...]

by.emmaleah x OUAI

by.emmaleah

@by.emmaleah

24 Dec, 25

12.6k

1.2k

[...] Inc. restore shampoo* @THE OUAI scalp + body scrub* @livingproof [...]

by.emmaleah

@by.emmaleah

14 Apr, 26

10k

549

[...] UK elvive extraordinary oil* @OUAI santorini fragrance mist* (*pr [...]

by.emmaleah

@by.emmaleah

05 Aug, 25

9k

764

[...] honey infused hair oil* @THE OUAI body cleanser* @Nuxe refreshing [...]

💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.

Geographical breakdown

Based on the percentage of influencer content per market, other important markets include:

• United Kingdom (9.2%)
• India (5.2%)
• Canada (4.1%)

Here is another example of OUAI collaborating with an influencer in United States.

becamichie x OUAI

becamichie

@becamichie

23 Jul, 25

8.2M

131.4k

[...] I smell so good bc of the new @THE OUAI scent🌸 #OUAIPartner

OUAI's influencer activity vs. related brands

OUAI competes with Moroccanoil and Dae Hair in prestige haircare positioned around fragrance, salon-quality results, and lifestyle branding that performs well with creators.

Total influencer content

Moroccanoil leads with 8.2k sponsored posts, significantly outpacing OUAI (5.7k posts) and Dae Hair (4.8k posts). Across all three brands, the average volume is 6.3k posts, indicating mature, scaled influencer programs.

By social platform

OUAI leads on YouTube, while Moroccanoil has the most activity on Instagram and TikTok. The gap is most notable on Instagram, with Moroccanoil at 3.4k, OUAI at 1.4k, Dae Hair at 1.2k posts. OUAI's activity is particularly concentrated on TikTok. Moroccanoil has nearly three times as many Instagram posts as OUAI and Dae Hair.

By geographical market

Dae Hair has the highest estimated sponsored-post volume in United States (3.6k posts, 73.6%), Canada (194 posts, 4%), suggesting a North America focus, while Moroccanoil has the highest estimated sponsored-post volume in United Kingdom (755 posts, 9.2%), India (607 posts, 7.4%). Looking at United States specifically, the split is Dae Hair at 3.6k posts (73.6%), OUAI at 3.2k posts (55.8%), Moroccanoil at 3.1k posts (38.3%).