OUAI Influencer Marketing Strategy
(2026 Data & Insights)

We analyzed 5.9k 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 491 sponsored posts per month. December recorded the highest volume at 723 posts (47% above average), while July was the quietest at 262 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: 4.4k posts (74%)
• Instagram: 1.5k posts (25.3%)
• YouTube: 36 posts (0.6%)

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.nyc🪡 recovered.the.label@gmail.com mgmt: @koshu.co mia@koshu.co

Collaboration metrics

Post views9.1M

Post EMV $273.9k

More influencer data

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

nil.sani x OUAI

nil.sani

@nil.sani

23 Jun, 26

13.5M

67.5k

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

Influencer bio

nyc nil@portraitmgmt.com

Collaboration metrics

Post views13.5M

Post EMV $273.4k

More influencer data

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

lilypebbles x OUAI

lilypebbles

@lilypebbles

26 Apr, 26

36.9k

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 views36.9k

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 (6.2M 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 🩷💚

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

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

07 May, 26

60.6k

1.7k

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

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

29 Jun, 26

10.8k

360

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

by.emmaleah

@by.emmaleah

14 Apr, 26

10k

549

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

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 (8.8%)
• Canada (4%)
• Brazil (4%)

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

dananozime x OUAI

dananozime

@dananozime

08 Dec, 25

10M

221.6k

Transporting to paradise with @THE OUAI #OUAIPartner

OUAI's influencer activity vs. related brands

OUAI competes with Living Proof and Briogeo in premium haircare centered on routines, sensorial experience, and visible hair results. Influencer marketing across these brands is heavily tutorial- and recommendation-led.

Total influencer content

OUAI leads with 5.9k sponsored posts, marginally ahead of Living Proof (5.5k posts) and Briogeo (1.9k posts). Across all three brands, the average volume is 4.4k posts, indicating mature, scaled influencer programs.

By social platform

OUAI leads on TikTok and YouTube, while Living Proof leads on Instagram. The gap is most notable on TikTok, with OUAI at 4.4k, Living Proof at 3.6k, Briogeo at 1.1k posts. OUAI's activity is particularly concentrated on TikTok. OUAI and Living Proof have more than double Briogeo’s total posts on Instagram and TikTok.

By geographical market

OUAI leads in United States with 3.3k posts (55.8%), while Living Proof has the highest estimated sponsored-post volume in United Kingdom (971 posts, 17.5%), Canada (239 posts, 4.3%), while Briogeo leads in Brazil with 146 posts (7.9%). Looking at United States specifically, the split is OUAI at 3.3k posts (55.8%), Living Proof at 3.1k posts (56%), Briogeo at 1.2k posts (64.2%). OUAI's strength in United States may indicate a home-market focus, while Living Proof shows broader regional investment.