DIG­I­TAL DAR­LING:

FIVE MIN­UTES WITH JEN ATKIN The Kar­dashian hair­styl­ist and Ouai founder shares her best ad­vice for build­ing a dig­i­tal beauty brand.

VOGUE Australia - - BEAUTY -

You’re avidly us­ing so­cial me­dia to com­mu­ni­cate with your cus­tomers. How do you feel about your grow­ing so­cial fol­low­ing?

“I def­i­nitely am some­one who dances like no­body’s watch­ing. It doesn’t regis­ter to me that two mil­lion peo­ple are see­ing my posts. I just love In­sta­gram. I love shar­ing my story, I love hope­fully in­spir­ing peo­ple, but learn­ing in­for­ma­tion from other peo­ple, it’s re­ally like my so­cial life now. At times it def­i­nitely can be a chal­lenge, be­cause you are giv­ing a lot of your­self or you’re kind of like a sponge for other peo­ple and what’s go­ing on with them. So­cial me­dia is a full-time job: it never re­ally shuts off. It’s just al­ways there, but it’s great, too. It grew my busi­ness and it changed my life and my ca­reer. I def­i­nitely am a fin­ger-on-the-pulse type of per­son. I didn’t study mar­ket­ing, and In­sta­gram has just pushed me into that world.”

Can you de­scribe a cross­road in your ca­reer?

“That’s so easy for me: not lis­ten­ing to my old agent who told me to not work with the Kar­dashi­ans.”

As an in­cred­i­bly busy hair­styl­ist, how did you find the time to cre­ate Ouai?

“I used to be a salon stylist, and then I was a salon and celebrity stylist and then I was a celebrity stylist who trav­elled all the time with my clients, and then I started a hair web­site, Mane Ad­dicts [manead­dicts.com] and then that kind of grew into its own en­tity and then Ouai was born. What’s been amaz­ing for me is the sup­port I’ve had from my clients, be­cause even when they reach out to me and I’m on a trip or I’m do­ing press or I’m do­ing some­thing for Ouai and I’m un­avail­able, they’ve still been so amaz­ing and sup­port­ive, and you know they’re re­ally root­ing for me, which says a lot about women.”

What’s the best piece of ad­vice you’ve re­ceived?

“Jes­sica Alba told me once to never let some­one who can’t say yes tell you no, which I re­ally liked.”

Ouai Vol­ume Spray, $37.

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