OUAI Influencer Marketing Strategy
(2026 Data & Insights)

We analyzed 5.8k 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 posting pattern appears irregular, with notable fluctuations month to month. December saw the highest output at 723 posts (50% above the 483 monthly average), while September was the quietest at 281 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 (73.1%)
• Instagram: 1.5k posts (26.2%)
• YouTube: 41 posts (0.7%)

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).

jessaminesblack x OUAI

jessaminesblack

@jessaminesblack

07 Jul, 26

10.9M

@theouai’s Leave In Conditioner is like a tall [...]

Influencer bio

𓃗⋆.⊹˚‧˖⋆⭒.⋆°.⋆ lover of hair pins + vintage jessaminesblack@gmail.com

Collaboration metrics

Post views10.9M

Post EMV $327.2k

More influencer data

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shannonthebaby x OUAI

shannonthebaby

@shannonthebaby

09 Jul, 26

20.4M

142.2k

Never travel without @OUAI leave in conditioner #ouaipartner

Influencer bio

IG @shannon.z Shannonzhao@underscoretalent.com

Collaboration metrics

Post views20.4M

Post EMV $415.1k

More influencer data

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

christineleeee x OUAI

christineleeee

@christineleeee

05 Aug, 26

25.5M

8k

[...] frizz, detangles and heat protection) @theouai #OUAIPartner

Influencer bio

Christine Le Makeup, Skincare, Fashion and Vlogs - based in Los Angeles but always traveling! SUBSCRIBE: http://bit.ly/christineleeeeyt I N S T A G R A M: https://www.instagram.com/christineleeee P I N T E R E S T: https://www.pinterest.com/christineleeee T I K T O K: https://www.tiktok.com/@christineleeee? SHOP MY LIGHTROOM PRESETS: https://www.christineleeee.com/ Business inquiries only: info@christineleeee.com DISCLAIMER: Videos and descriptions may contain affiliate links, which means that if you click on one of the product links and make a purchase, I may receive a small commission. This helps support my channel and allows me to continue to make videos like this. Thank you for the support!

Collaboration metrics

Post views25.5M

Post EMV $764.9k

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 (6.2M avg views/post):

jayjaymarie_ x OUAI

jayjaymarie_

@jayjaymarie_

23 Mar, 26

193

11

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

Influencer bio

💌:jaycmarie07@gmail.com 💙

Collaboration metrics

Post views193

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 (173 avg views/post):

ladietiktokshop x OUAI

ladietiktokshop

@ladietiktokshop

20 Nov, 25

188

5

[...] without trying” starter kit 😍🎁✨ OUAI really said holiday glam meets travel [...]

Influencer bio

Lifestyle + Beauty + Fashion + Faith🙏🏽 Over 40 Orlando/NYC 📧 MsLadieW@gmail.com 🩷💚 #fashionnovapartner

Collaboration metrics

Post views188

Post EMV $4

More influencer data

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

OUAI's repeat partnerships

by.emmaleah x OUAI

by.emmaleah

@by.emmaleah

06 Aug, 26

30.2k

1.2k

[...] & Eve hair density serum* @OUAI st barts leave in conditioner* [...]

by.emmaleah

@by.emmaleah

14 Sep, 26

26.5k

1k

[...] Teezer UK detangler brush* @OUAI scalp serum* @K18 Hair heat [...]

by.emmaleah

@by.emmaleah

29 Jun, 26

13.4k

522

[...] beauty reset 🌺🧡🌞🌴🩵🌊 @OUAI st barts scalp + body scrub* [...]

byemmaleah x OUAI

byemmaleah

@byemmaleah

01 Feb, 26

166.6k

8.8k

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

byemmaleah

@byemmaleah

07 May, 26

60.6k

1.7k

[...] molecular repair hair mask* @theouai scalp serum* @fentyhair the [...]

byemmaleah

@byemmaleah

15 Feb, 26

45.5k

2.3k

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

itsmarinaann x OUAI

itsmarinaann

@itsmarinaann

24 Mar, 26

2.8M

7.7k

[...] 🚿🤍🧴 Detox Shampoo from @THE OUAI will keep it squeaky clean and [...]

itsmarinaann

@itsmarinaann

10 Dec, 25

8.1k

69

[...] will thank me later…shop @THE OUAI Curl Crème on TikTok Shop Today [...]

itsmarinaann

@itsmarinaann

21 Nov, 25

6k

55

stock up on @THE OUAI Curl Crème now on TikTok shop !! [...]

💡 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 (9.3%)
• Indonesia (7.3%)
• India (5%)

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

nil.sani x OUAI

nil.sani

@nil.sani

23 Jun, 26

16.6M

80.1k

OUAI-cation booked for the summer! 💓 @OUAI [...]

OUAI's influencer activity vs. related brands

OUAI’s prestige haircare positioning is closely comparable to Moroccanoil and Living Proof, all competing for salon-adjacent shoppers and leaning on influencer routines, scent appeal, and performance claims.

Total influencer content

Moroccanoil leads with 7.1k sponsored posts, notably outpacing OUAI (5.8k posts) and Living Proof (5.4k posts). Across all three brands, the average volume is 6.1k posts, indicating mature, scaled influencer programs.

By social platform

Among these brands, Moroccanoil leads on Instagram, TikTok, and YouTube. The gap is most notable on Instagram, with Moroccanoil at 2.3k, Living Proof at 1.7k, OUAI at 1.5k posts. OUAI's activity is particularly concentrated on TikTok.

By geographical market

Living Proof has the highest estimated sponsored-post volume in United States (3.1k posts, 56.7%), United Kingdom (1k posts, 18.5%), Canada (289 posts, 5.3%), suggesting a North America focus, while OUAI leads in Indonesia with 425 posts (7.3%), while Moroccanoil leads in India with 417 posts (5.9%). Looking at United States specifically, the split is Living Proof at 3.1k posts (56.7%), Moroccanoil at 3k posts (43.1%), OUAI at 3k posts (51.4%).