Jen Atkin and Michaeline DeJoria were at WWD's second annual Los Angeles Beauty Forum.
’s always been like the stepchild — the forgotten one. It’s really fun that people care now,” said celebrity hairstylist and entrepreneur Jen Atkin at WWD’s second annual care brand Ouai and hair tool line Mane believes that people’s interest in the hair category has surged post pandemic, while the rise of TikTok has also played a significant role.
As for what brands can thrive as the category remains hot, Michaeline DeJoria, chief executive officer of John Paul Mitchell Systems, who was speaking alongside her her long time friend Atkin, said it will be those that can be a brand, as opposed to just selling product. “JPMS has this beautiful legacy story that’s now 44 years and counting of consistency so there’s something to be said for the trend slowing down a little bit on all these brands that are popping up and getting back to ‘OK, that’s a brand we can trust. That’s something that’s transparent.’ You don’t have to read too much into marketing. Customers and consumers really appreciate transparency.”
“Never say never but I don’t have a chart and a plan for that,” Atkin said. “I really want to build the team and create amazing products and tools.”
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