Authorized Seller and Reseller Policy

OUAI Reseller Policy

Last Updated: January 25, 2022

OUAI strives to ensure that our customers can enjoy our products without fear of adulteration, mishandling or spoliation.  Our hair, body, fragrance and beauty products are intended and designed for sale only through OUAI and our authorized third-party distributors and sellers (“Authorized Partners”).  Our Reseller Policy helps ensure our customers receive authentic products and quality service, and thereby protects OUAI’s brand in the marketplace.

Our Reseller Policy strictly prohibits the distribution or sale of OUAI products by unauthorized resellers.  Unauthorized resale, even of seemingly genuine products, harms customers and OUAI.  This Policy is intended to inform consumers and resellers, and explains the steps we take to deter unauthorized resellers before resorting to legal action.

Why are Authorized Partners important?

Authorized Partners are businesses we trust.  They are authorized by contracts with us to help make our products available in the marketplace.  Authorized Partners must meet specific storage, safety, hygiene and recycling requirements.  We use site visits, customer feedback and other measures to ensure those requirements are met.  As of the Last Updated date above, our US Authorized Partners include: Sephora, Target, ULTA, Nordstrom, Kohl’s, Revolve, Urban Outfitters and Quiverr (the only Authorized Partner which sells OUAI products on Amazon).

When sold by an Authorized Partner, OUAI products stay within our chain of distribution.  Maintaining our chain of distribution helps us ensure product authenticity, ingredient integrity and hygiene and safety standards.  For these reasons, OUAI can only offer customer support for purchases from us and Authorized Partners.

What’s the problem with unauthorized resellers? 

An “unauthorized reseller” is anyone selling products labeled as OUAI products outside our website and our Authorized Partner channels.  Unauthorized resellers may, among other things:

  • relabel and/or reseal other liquid products as OUAI products and/or in OUAI packaging,
  • adulterate or dilute genuine OUAI products,
  • resell genuine OUAI products that have been improperly stored or handled (such as by exposure to extended periods of freezing or high temperatures or UV light),
  • resell genuine OUAI products marked as “not for retail sale” (or similar) or recalled from the marketplace, and/or
  • resell genuine OUAI products months or years after the date when an Authorized Reseller would no longer be permitted to sell them for quality, freshness or other reasons.

In many cases, unauthorized resellers do not know whether the products they resell fall into the foregoing categories. 

Unauthorized resellers harm our mission and brand by compromising our ability to ensure that products with the OUAI name have been manufactured, shipped, stored and sold in accordance with our stringent integrity requirements.  Our marketplace monitoring shows that sales of unauthorized products routinely generate disproportionate customer support inquiries and poorer customer feedback.  This damages our brand’s reputation for quality, integrity and satisfaction.

 How we combat unauthorized resellers

 Unauthorized resellers do not have our consent to sell merchandise labeled as OUAI products.  This includes anyone who obtains genuine OUAI products, even if purchased at clearance, and later resell them on marketplaces like eBay or Amazon.

OUAI products may not be sold by unauthorized resellers under any circumstances. Any sale or suspected sale of OUAI products by an unauthorized reseller will be reported to us and our marketplace-integrity partners, such as SageTree. 

Because many resellers are not aware of the how their activities harm us and our customers, we strive to avoid adversarial language in our initial communications with them.  Unauthorized resellers are generally first contacted by one of our marketplace-integrity partners (though we have little patience with individuals and businesses who violate this Reseller Policy repeatedly). 

However, we take legal action whenever necessary to defend the integrity of our products and our customers’ satisfaction.  If our initial efforts are ignored, OUAI will pursue formal actions against an unauthorized reseller.  Formal actions may include the initiation of lawsuits and notifications to third parties enabling the unauthorized reseller, like marketplaces (which generally prohibit inaccurate or misleading information in product pages).  These actions may result in financial penalties and suspension or loss of marketplace access.

To notify us of a suspected unauthorized sale of OUAI products, please contact