Jen Atkin on celebrating the spirit & hustle of women

She’s the on-call hair stylist for the likes of the Kardashians, Jenners and Hadids – so it’s probably little surprise that Jen Atkin has the power to pull in an A-list crowd for the latest ad campaign for her haircare line Ouia (oh, and did we mention that she has 2 million Instagram followers of her own?!)

Dropping yesterday and featuring MakeupShayla, Elle Ferguson, Kristen Noel Crawley, Sazan Hendrix and Stephanie Ann Shepherd – it was the message that came with this star-studded line-up that really resonated with followers. Discussing the campaign’s concept via Instagram, Jen posts: “I’m sick of the narrative and importance stressed about ‘being pretty’ when marketing to women. I think campaigns put too much focus on ‘you can become more attractive’ that they lose what being a woman is REALLY about.

MakeupShayla, Elle Ferguson and Sazan Hendrix for Ouai

“With our ‘Live Life Your OUAI’ campaign, I wanted to show the spirit, independence, and STRENGTH of women. The women I know are MULTI-TASKING AF. They are meeting the challenges of life everyday… and it’s not easy. They are driven, stylish and are breaking down barriers in all kinds of industries.

“So I called my girlfriends, all in different places in their lives, to be a part of our message. Some figuring out who they are, in spite of WHO society tells them they should be. Some juggling their careers, school, children, and relationships. They are sisters, mothers, girlfriends, wives, daughters, and business women. What do they have in common? They do all of this with grace and fierceness.

Kristen Noel Crawley for Ouai

“‘Life is HARD, looking good should be EASY’ has always been our motto. Empowering women is the goal. We want to change the old school narrative. We want to celebrate the spirit and HUSTLE of WOMEN. We want to show that confidence and beauty can be realistic and effortless. The milestones we as women encounter are different than they once were. Now more than ever it’s important to help support one another. Ladies, we are living in a moment where anything is possible. So do you. And Live Life Your OUAI.”

A post shared by OUAI Haircare (@theouai) on

Main image: @jenatkinhair

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