Ouai brings Bond Repair Balm to London with new pop-up

Prestige haircare brand Ouai is spotlighting its new Bond Repair Balm with a pop-up at King’s Cross Station in London this weekend.

Taking place on Saturday 23 and Sunday 24 May, the activation will showcase the new product and host tiered giveaways.

As part of this, the first 50 visitors per day will receive a full-size Bond Repair Balm, a sample pouch, and deluxe sizes of both the Bond Repair Balm and Detox Shampoo.

Meanwhile, the next 250 visitors will receive a sample pouch plus deluxe sizes of the Bond Repair Balm and Detox Shampoo. The following 1,200 visitors will receive deluxe sizes of both products.

Finally, the remaining 1,000 attendees will receive a deluxe-size Bond Repair Balm.

The Bond Repair Balm is positioned as a three-minute in-shower treatment designed to help improve the look and feel of dry or damaged hair.

According to the brand, it is formulated to nourish and condition hair while supporting the strengthening of hair bonds and the hair’s surface layer, without requiring any leave-in time.

The product is also described by the brand as helping to reduce the appearance of damage from colour, bleaching, heat styling and chemical treatments, while forming a protective layer intended to help reduce future breakage.

Founded by American hairstylist and entrepreneur Jen Atkin in 2016, Ouai is known for its range of haircare products. The company was acquired by Procter & Gamble (P&G) in 2021.

Ouai has since continued to expand internationally as part of its broader growth strategy, with products available through retailers including Sephora stores across the Middle East, Asia, Australia and Canada, as well as Boots, Selfridges and Cult Beauty in the UK.

Last week, the brand appointed Susan Kim as its new CEO. Kim joins Ouai from Kopari Beauty, where she served in the same role. She previously held senior marketing and digital leadership roles at Huda Beauty, Benefit Cosmetics, and L'Oréal.

Under Kim’s appointment, Atkin will remain involved with the brand in her role as Founder and Chief Creative Officer.