Ouai and Heaven Mayhem Debut Refillable Fragrance Amulet Necklaces
The P&G-owned hair and lifestyle brand Ouai is partnering with Los Angeles accessories label Heaven Mayhem to release a collection of refillable fragrance jewelry. According to reporting from WWD Beauty, the collaboration features two distinct amulet designs that allow users to carry and apply scents while on the move, merging the categories of fine accessories and personal fragrance.
Context from Industry Pulse
The collaboration arrives as Ouai intensifies its efforts to establish a presence beyond the shower, recently expanding into cinematic long-form web content to build brand authenticity. By partnering with Heaven Mayhem, Ouai leverages a younger accessories label to position its fragrances as essential lifestyle components rather than secondary products. This strategy aligns with Heaven Mayhem’s own growth goals, as the jewelry brand seeks to reach wider audiences through established corporate partners. The focus on the Ibiza scent specifically highlights a shift toward gourmand and complex fragrance profiles, moving the brand’s identity away from its original salon-focused roots and into the competitive prestige fragrance market.
The partnership between the Jen Atkin-founded Ouai and Pia Mance’s Heaven Mayhem introduces a functional approach to scent application. As WWD Beauty reports, the collection consists of two necklaces priced at 125 dollars each. These pieces feature unscrewable vessels designed to hold liquid fragrance, enabling the wearer to dab the product directly onto the skin throughout the day. This move signals Ouai's continued transition from a hair-centric company into a broader lifestyle entity.
Design duties for the hardware were led by Mance, whose brand launched in 2022. The two available styles reflect different aesthetic and olfactory profiles within the Ouai portfolio. The Rue St-Honore Amulet utilizes a silver chain with a two-tone gold and silver pendant to house a floral scent characterized by notes of violet and gardenia. In contrast, the Ibiza Amulet features a black and silver pendant paired with a black tassel, containing a gourmand fragrance blend that includes cocoa, coffee, and vanilla.
According to WWD Beauty, the collaboration serves specific strategic goals for both parties. For Ouai, which was acquired by Procter and Gamble in 2022, the jewelry offers a gateway to introduce its growing fragrance line to consumers who primarily associate the brand with hair care. Internal data cited by the brand indicates that the Ibiza scent is currently its fastest-growing fragrance product.
The production process was highly integrated, involving joint efforts on necklace construction and marketing visuals since the project began in early 2025. For Heaven Mayhem, the initiative represents an expansion into functional accessories that go beyond traditional jewelry. WWD Beauty notes that the launch will be hosted on the official websites of both brands starting this Monday.
The Industry Pulse Bottom Line
This collaboration illustrates how beauty brands are utilizing functional fashion to increase fragrance touchpoints. By turning scent into a wearable accessory, Ouai deepens its lifestyle positioning while diversifying its revenue streams beyond traditional liquid hair care.