In December 1985, Oui saw its first issue since 1983. The magazine was published by Laurant until 1998, when it was purchased by Spurlock Entertainment, Inc. and began a new chapter in the magazine's life. Oui was relaunched as a magazine for men, and it featured full-page centerfolds, pin-ups, and centerfold spreads with no nudity. In 1998 the magazine was moved to the annual Playboy Inc. magazine publishing schedule, and its circulation increased from an average of 75,000 to an average of 200,000. The magazine had a similar cover each year, and continued to feature ads of women's products. Oui was Playboy's first non-adult magazine, with a 2005 circulation of 222,000 copies.
The magazine's content and readership has changed substantially since its 1990s heyday. Oui is notable not only for its occasional photographs of celebrities but also for the large number of staff photographs. Although the magazines are now different, the circulation numbers are similar to Playboy and Hustler (202,500 and 277,000, respectively). The magazine's name and its logo are still used.
The magazine's latest issue, No. 7-22, was published in October 2014. It included an interview with artist Chuck Close. It sold 224,000 copies on newsstands and went on newsstands on October 27, 2014, with an estimated circulation of 208,000 copies.
The same year, Playboy's circulation reached 1 million copies per issue, a significant milestone. The magazine would continue to draw controversy with its content until the 1990s, when it shifted to a more demure magazine featuring softcore in the early 2000s. In 2004, the magazine ceased publication entirely. A few years later, it was re-launched, but did not live up to its record-breaking circulation numbers of the 1970s, when more than one million copies were printed per issue, and it was cancelled again in 2012. The last issue was published in August 2012, six months after Matt Lauer retired as host of the NBC show The Today Show and gave a farewell interview with the magazine's founder and publisher Hugh Hefner. 827ec27edc