We propose a new family of continuous distributions called the odd generalized exponential family, whose hazard rate could be increasing, decreasing, J, reversed-J, bathtub and upside-down bathtub. It includes as a special case the widely known exponentiated-Weibull distribution. We present and discuss three special models in the family. Its density function can be expressed as a mixture of exponentiated densities based on the same baseline distribution. We derive explicit expressions for the ordinary and incomplete moments, quantile and generating functions, Bonferroni and Lorenz curves, Shannon and Rényi entropies and order statistics. For the first time, we obtain the generating function of the Fréchet distribution. Two useful characterizations of the family are also proposed. The parameters of the new family are estimated by the method of maximum likelihood. Its usefulness is illustrated by means of two real lifetime data sets.