Olaplex’s sales fell 3.8% to US$114.6m in the third quarter of the 2025 fiscal year, beating the company’s expectations and analyst forecasts.
The company’s professional division was a bright spot for the bond-building hair care brand, with net sales rising 5.3% in the three months to 30 September to $44.5m.
DTC (direct-to-consumer) sales declined 2.9% to $33.3m, while Speciality Retail sales, which includes sales at retailers such as Ulta Beauty and Sephora, tumbled 13.5% to $36.9m.
Geographically, international sales were up 7.1%, but that failed to completely offset a 14.6% decline in the US.
“We are pleased with our third quarter results that reflect investments in sales and marketing, continued progress in our executional capabilities and the early results of our latest new product introductions,” said Amanda Baldwin, CEO of Olaplex.
New launches include Olpalex Hair Mask Duo, which the company said was the most integrated in its history.
Olaplex launched its new ‘Bonds and Beyond’ business strategy in February, which is focused on three pillars: generating brand demand, harnessing innovation and executing with excellence.
The move came after company sales slumped amid growing competition in the science-focused hair and scalp care market, as well as dealing with some legal headaches.
Baldwin said: “We are reaffirming our annual guidance and remain focused on our ‘Bonds and Beyond’ strategy for sustainable, profitable long-term growth.”
Olaplex expects full year sales of between $410m and $431m.
In 2024, sales were $422.7m.
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