Ouai Founder, Jen Atkin Caused Some Major Instagram Drama Recently

Note to self: Don't ever speak ill about her BFF, Kim Kardashian

Jen Atkins

Photo: Getty

Many of you already know, Kim Kardashian and Jen Atkin are BFFs. Jen has been doing Kim’s long lustrous locks for years. Some might even argue that her own brand, Ouai Haircare, wouldn’t have blown up the way it did if the Kardashians weren’t such a huge proponent of their marketing. Kim, herself, just released a brand new fragrance called ‘Body’ under her brand KKW Fragrances. It was finally available for purchase on her website recently and of course, people all of the world was clamouring to get their hands on it. So much so that it sold out over the weekend.

With the huge influx of demand, there was also equal amounts of controversy surrounding the release. Diet Prada threw shade at how similar the bottle looks like to Jean Paul Gaultier‘s Classique fragrance line, which has been around since 1993.

Related article: Jean Paul Gaultier Criticises Kim Kardashian’s Copycat Fragrance Bottle

Ok so the finished bottle for the new @kkwfragrance isn’t out yet, but is there much doubt left as to what it’s gonna look like?  KK is quite literally leaving VERY little to the imagination lol.  We spy more than a few shades of @jeanpaulgaultier ’s iconic “Classique” fragrance bottle…itself a nod to @schiaparelli ‘s 1937 fragrance “Shocking” – which at the time literally shocked with its dressmakers dummy bottle based on Mae West’s famous figure. Is it a battle of the bods? • #jeanpaulgaultier #gaultier #classique #perfume #kkwfragrance #kkw #kimkardashian #bod #loveyourbod #bodypositive #nude #perfumebottle #schiaparelli #elsaschiaparelli #shocking #frangrance #perfumeaddict #dietprada

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The similarities are uncanny, even though KKW’s ‘Body’ fragrance is an actual replica of Kim’s silhouette. On top of that, there have been some negative reviews circulating on social media. One such person was beauty blogger, @gelcream who posted her honest review on Instagram.

Related article: Kim Kardashian Is Sending Taylor Swift A Valentine’s Day Gift

@kkwfragrance — Body Fragrance. I think that’s a great product to break my silence: the symbol of consumerism. This is the only Kardashian-Jenner creation I ever held in my hand and I must admit, it feels nice. Here is what I think while touching her. Having the resources you must innovate in all areas: create breakthrough formulas and manufacturing processes, new communication approaches; offer best customer support; research and develop with young creatives… all of that to make products that will stay in history and improve our day-to-day life. Instead, what do we get? Sadly, a celebrity using fame as a tool to sell us some ?. Tiny companies with tiny budgets care more than KKW’s mega-brand. No returns, no exchanges, copy-paste designs, basic formulas, generic products… isn’t Kim just a mirror reflection of our generation? I am afraid it was us who created this “monster”. I am keeping this perfume as a symbol of America. I can’t return it anyway. $60 + another $15 for tax and 10-day shipping — 3/5 for the perfume, 0/5 for KKW beauty brand. #gelcream_kkw #gelcream_perfume

A post shared by GELCREAM (@gelcream) on

Gelcream is a blogger that prides itself with no ads, no sponsored content and only honest reviews. It has a following of 61.8K, which might seem modest in this day and age. However, a vast majority of them are other prominent beauty bloggers and industry insiders, including Into The Gloss and more. After posting this review, Jen Atkin (blue ticked, so we knew it wasn’t a troll) was spotted in the sea of comments slinging some nasty insults towards gelcream.

Gel Cream

Photo: Instagram

You can only imagine how quickly the comment section blew up and transformed into a warzone, clocking over 1000 comments. Many were quick to defend Gelcream as it is her right to have an honest consumer opinion. Furthermore, calling someone a “miserable human being” for voicing out her thoughts seemed rather extreme. The comment (written in ALL CAPS) took many people by surprise as it was seen as unprofessional behaviour, coming from a brand owner like Jen. Mudslinging ensued with people calling Jen a “suck-up” to the Kardashians and are discrediting consumer feedback just because they don’t own their own brand.

Soon after the thread got nastier, #BoycottOuai started trending and beauty bloggers took to their own Instagram feed and stories to denounce their support for the haircare brand.

Related article: An A-list Stylist’s Tricks For Younger Looking Hair


Photo: Instagram


Photo: Instagram


Meltdown alert! But knowing how close Kim and Jen are, it’s understandable why Jen would get emotional on her best friend’s behalf. Not to worry though! The negative backlash seems to barely graze Jen. It’s business as usual for her, who is promoting her latest Ouai product and is busy styling celebrities at Cannes Film Festival. Suspiciously, not a single negative comment was spotted on her Instagram feed. Has her reputation taken a decent hit?

We doubt it. As they say, bad publicity is good publicity and Jen Atkin will most likely leave the war zone that is social media completely unscathed.

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