Ouidad (/we-dad/), is a curly hair expert who owns a hair care line and a selection of Ouidad salons across the United States, Canada, and Curaçao. She is the author of, Curl Talk; Everything You Need to Know to Love and Care for Your Curly, Kinky, Wavy, or Frizzy Hair.
Her flagship salons are located in Manhattan (New York) and Santa Monica.
Ouidad is currently working with Unilever brand, Sunsilk, as a product Co-creator for the curl variant.
She is a regular panelist for Cosmetics Executive Women (CEW) events, and the 2011 recipient of CEW's "Great Idea Award" for bringing the curly hair segment to the beauty industry.
In 2004, Ouidad and her husband and business partner Peter Wise started “Curls For A Cure” partnering with The Breast Cancer Foundation by raising money and continuing to match dollar for dollar donations.