Authorized Seller and Reseller Policy

OUAI Reseller Policy

Last Updated: December 6, 2023

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 Fortress (the only Authorized Partner which sells OUAI products on Amazon).

For Sales on the Amazon platform, the OUAI brand works hard to ensure that only authentic, high quality products reach consumers in the condition we intend. As such, for all sales on the Amazon platform, the OUAI brand offers a 45 day Satisfaction Guarantee which will NOT be honored without provision of valid proof of purchase directly from the Fortress Brand Amazon storefront.

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. 

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