Barry’s Adds Ouai Haircare as Newest Wellness Partner
The HIIT brand continues to invest in premium wellness amenities for its members, with partnerships across nutrition, recovery and haircare
Ouai, the haircare and lifestyle brand founded by Jen Atkin, has forged an exclusive amenities partnership with Barry’s. The two-year tie-up will bring a collection of Ouai product offerings to Barry’s studios across the United States.
Beginning February 22nd, members of the Barry’s community will have access to Ouai’s bestselling products, like the Detox Shampoo, Body Cleanser, and Medium Condition. The brand will also supply hand wash and hand lotion at Barry’s studios. For the partnership, Ouai also created its first Detox Face Cleanser made with glycolic acid to cleanse and exfoliate.
“We love looking for new OUAIs (ways) for people to experience the brand, and getting into locker rooms felt perfect because it’s a time when people really luxuriate in feeling clean,” said Hannah Beals, chief brand officer at Oaui. “Barry’s is the ultimate fitness destination, and the perfect partner for us with an equally hyper-engaged community and premium brand experience.”
Some of the featured fragrances in the partnership include Dean Street, a blend of citrus fruits, magnolia, and amber, as well as Melrose Place, with rose, bergamot and lychee.
The Oaui products will be featured in Barry’s studios including upcoming openings across the country like Scottsdale, Arizona, Studio City, California, Newport Beach, California, and the brand’s new flagship studio in West Hollywood, where Barry’s first West Coast Ride x Lift studio space will be located.
“Given our commitment to sustainability as well as our desire to provide clients with the cleanest and most premium products, we’re confident that this partnership with Oaui will deliver on these brand promises,” said Joey Gonzalez, the Global CEO of Barry’s, noting that Atkin, who is also a Barry’s client, first introduced him to the haircare and lifestyle brand’s products.
“I can’t wait for Barry’s clients to experience these high-quality products and enjoy the best shower straight after the best workout in the world,” Gonzalez added.
Barry’s Invests in Premium Wellness
The tie-up with Ouai is far from Barry’s first partnership in the wellness space. This past fall, the fitness company partnered with Factor, a prepared meal delivery service, on a campaign called “Power Your Potential.” Barry’s members could also participate in Factor-themed classes and sign up for personalized nutrition sessions with Factor dieticians.
Barry’s also partnered with Therabody last year to put recovery stations featuring the Theragun Pro and Wave Roller devices in all of its U.S. fitness studios. Nocco also partnered with Barry’s earlier this year. The sugar-free and low-calorie beverages are available for sale in Barry’s studios nationwide.