It is almost impossible to imagine the current bond builder market without Olaplex’s significant contributions to the now burgeoning segment.
From its No.3 Hair Perfector to the No.4 and No.5 shampoo and conditioner combo, the hair care and professional-focused business’ science-rooted formulations have inspired much.
This legacy, however, has made it all the more difficult to witness Olaplex’s recent struggles.
Sales at the business, founded in 2014 by hair veteran Dean Christal, have been in freefall for years.
Its most recent Q4 2024 financial update saw sales sink 9.8% to US$100.7m.
The brand has been equally mired in legal challenges, which previously included a class action lawsuit over hair loss but saw a court grant Olaplex the motion to sever and dismiss the claims.
Separately, a revolution in the bond-building market has resulted in increased competition from the likes of Unilever-owned K18 and others like Garnier.
But these formidable hurdles are simply “speed bumps” for the current Olaplex CEO – and Supergoop! veteran – Amanda Baldwin, who is on a fierce mission to bring the embattled business back on track.
“This is the business that shaped the hair care category and [brought it to] its current state,” Baldwin tells Cosmetics Business.
“The product [has always been] second to none, so I think we have a tremendous amount of opportunity here.”
With a compelling beauty track record behind her, can Baldwin pull it off and return Olaplex to its prestigious origins?
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