OUAI Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 1.0k 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 two charts below show month-by-month data for:
- Total sponsored posts tracked
- Total views those posts generated
OUAI's influencer activity by month
Number of sponsored posts
OUAI's sponsored post volume peaks in December with 216 posts, 151% higher than the monthly average of 86. April recorded the lowest activity at 49 posts, 43% below average.
OUAI's influencer activity by month (views)
Total views on sponsored video posts
December generated the most views at 42.3M, while September recorded the least at 298.4k. Across all tracked posts in the 12-month window, average views per post were 107.8k. The peak month for views aligns with peak post volume, suggesting views may be partly volume-driven. At a quarterly level, performance is strongest in Q4 (Oct-Dec). The top-performing tracked post, by @oliviaamcdowell, generated 10M views.
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: 639 posts (61.6%)
- Instagram: 384 posts (37%)
- YouTube: 15 posts (1.4%)
OUAI's influencer activity by platform
Share of sponsored content by social network
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).
galiciagordon x OUAI
![Instagram post by @galiciagordon for OUAI. Caption reads: [...] body wash
- @loccitane oil wash
- @theouai....](https://images.od.modash.io/8b862376103e4c4e4afcb8bb00175d49f23fd0dc)
Influencer bio
asmr | lifestyle | self care | home | wellness | food hi@galiciagordon.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
oliviaamcdowell x OUAI
Influencer bio
sharing with intention — nyc ✉️ hi@oliviamcdowell.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
jaimefrenchofficial x OUAI
Influencer bio
Just a beige Becky creating garbage content for the masses. 💌 Business Inquiries » jaime@jakerosenentertainment.com Instagram: @jaime.french Snapchat: jaimepants X: @jaimepantss TikTok: @jaimefrench
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
If you break this down further by content type on TikTok, this is what it looks like:
- Videos: 98.3%
- Carousels: 1.7%
💡 Related resource: How To Find TikTok Influencers.
Influencer audience size breakdown (by views)
For their top social platform (TikTok), here is a breakdown of the type of influencers OUAI are collaborating with, by audience size.
Note: this breakdown is based on each influencer's average views (not follower/subscriber count), because views typically correlate more closely with influencer pricing and impact.
OUAI's influencers average views (TikTok)
Based on each influencer's average views per post
With 54.7% of partnerships featuring creators averaging <1K views, OUAI's strategy suggests niche targeting and authenticity, likely leveraging collaboration models like gifting and affiliates to work with smaller creators.
Here is an example of a sponsored collaboration with a larger-audience creator on TikTok (1.4M avg views/post):
summermckeen x OUAI
![TikTok post by @summermckeen for OUAI. Caption reads: [...] days😆 its such a nice reset🧼🛁 @THE OUAI....](https://images.od.modash.io/bf771f1d0bd6d13b00a8e6071afa23f1878cb2fd)
Influencer bio
💓💓 management: talent@pontefirm.com // modeling: print@photogenicsmedia.com
Collaboration metrics
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 (9.5k avg views/post):
bonjournicolette x OUAI
![TikTok post by @bonjournicolette for OUAI. Caption reads: [...] #newlaunches #newreleases @fine’ry. @THE....](https://images.od.modash.io/f7428614ad2bf9bcc19c29d6fc1f26dafd6b9cfd)
Influencer bio
atlanta bonjournicolette00@gmail.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
OUAI's repeat partnerships
Out of 833 unique influencers in our dataset, 22 of them (3%) posted content for OUAI in 3 or more separate calendar months. The most consistent partner is @psychictexas, who has collaborated across 6 months with 9 total posts.
Here are 3 examples of OUAI's repeat influencer partnerships, with links to the sponsored content.
psychictexas x OUAI
![TikTok post by @psychictexas for OUAI. Caption reads: [...] hair and body mists @THE OUAI obsessed #fyp....](https://images.od.modash.io/944986432550a1cfe8510df481a42de49797d7bf)
jennathome x OUAI
![TikTok post by @jennathome for OUAI. Caption reads: [...] the scalp serum from Ouai is on sale today!....](https://images.od.modash.io/fa9974a8e9b2c6032043292649a88f560ae1fb6a)
![TikTok post by @jennathome for OUAI. Caption reads: The Ouai scalp serum is on sale on TikTok [...].](https://images.od.modash.io/4366d48cbe204dd98491791b3887cf5cc9c8fc8c)
![TikTok post by @jennathome for OUAI. Caption reads: [...] hair growth and hydration! @THE OUAI....](https://images.od.modash.io/08b5c53563d757422829428987d404934f69b601)
daniellalopez9988 x OUAI
![TikTok post by @daniellalopez9988 for OUAI. Caption reads: @THE OUAI Bundle is perfect for layering [...].](https://images.od.modash.io/58050187b5fca50c785c028beb18a9560102aaf7)
![TikTok post by @daniellalopez9988 for OUAI. Caption reads: [...] perfect holiday gift set @THE OUAI ✩....](https://images.od.modash.io/d4f39ea1d416870f4d86076c0768acd58237bc83)
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Geographical breakdown
In our dataset, United States is where OUAI had the most influencer activity. 53.8% of their live influencer content in the last 12 months was posted by American influencers.
Based on the percentage of influencer content per market, other important markets include:
- United Kingdom (11.5%)
- Canada (4.2%)
- India (4%)
OUAI's influencer activity by market
Here is another example of OUAI collaborating with an influencer in United States.
tyrellhampton2 x OUAI
OUAI's influencer activity vs. related brands
OUAI shares a style-led haircare audience with Dae and IGK, where branding and creator tutorials drive discovery. These competitors are strong references for social-first launches, routines, and fragrance-forward positioning.
Total influencer content
OUAI vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
IGK Hair leads with 2.2k sponsored posts, significantly outpacing OUAI (1k posts) and Dae Hair (300 posts). Across all three brands, the average volume is 1.2k posts, suggesting established influencer marketing investments. IGK Hair has more than twice as many total posts as OUAI and far more than Dae Hair.
By social platform
OUAI vs. related brands influencer activity (by social platform)
Sponsored posts by platform
OUAI leads on Instagram and YouTube, while IGK Hair leads on TikTok. The gap is most notable on TikTok, with IGK Hair at 2.1k, OUAI at 639, Dae Hair at 259 posts. Dae Hair's activity is particularly concentrated on TikTok. TikTok accounts for most of IGK Hair’s posts, with more than three times as many TikTok posts as OUAI and far more than Dae Hair.
By geographical market
OUAI vs. related brands influencer activity (by country)
Estimated sponsored posts in OUAI's top markets
IGK Hair has the highest estimated sponsored-post volume in United States (1.7k posts, 74.7%), Brazil (96 posts, 4.3%), while OUAI has the highest estimated sponsored-post volume in United Kingdom (119 posts, 11.5%), Canada (44 posts, 4.2%). Looking at United States specifically, the split is IGK Hair at 1.7k posts (74.7%), OUAI at 558 posts (53.8%), Dae Hair at 224 posts (74.7%). OUAI's strength in United Kingdom may indicate a home-market focus, while IGK Hair shows broader regional investment.
Read more influencer strategy breakdowns
Looking for more like this? Here are 2 similar influencer marketing strategy breakdowns for other brands:
Or, if you want to access data like this for your own software or processes, take a look at Modash's API products:
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