Olaplex

Olaplex is a United States hair-care brand founded in 2014 by Dean Christal. The brand emerged from the professional salon market with a technical proposition: hair can be made more resilient by addressing damage to disulfide bonds, structural links within the hair shaft that can be disrupted by bleaching, coloring, heat styling, and mechanical stress. The underlying product development work was conducted by chemists Eric Presley and Craig Hawker. Olaplex built its identity around a patented ingredient, bis-aminopropyl diglycol dimaleate, which the brand says helps reinforce or rebuild damaged bonds and protect hair during and after chemical services. The company’s initial reputation was established through professional hairdressers and salon treatments, particularly in connection with intensive lightening and coloring procedures. It subsequently expanded into a take-home system that allowed consumers to continue a bond-repair regimen outside the salon. The portfolio includes pre-treatment and treatment products, shampoos, conditioners, masks, styling products, and oils. No. 3 Hair Perfector became the brand’s best-known consumer offering, while products such as No. 6 Bond Smoother extended the proposition into leave-in conditioning and styling support. Olaplex’s positioning combines premium beauty, professional credibility, and ingredient-led performance claims. Rather than competing only as a conventional cleansing or conditioning brand, it presents its products as a technology platform for maintaining hair integrity. This positioning helped the brand attract salon professionals, beauty consumers, and online hair-care communities. Its products are aimed at a broad range of hair types, including fine, thick, curly, chemically treated, and visibly damaged hair, although the perceived benefit may be more pronounced for hair that has experienced substantial processing. The business changed ownership several times during its growth phase. Advent International acquired Olaplex in 2019. The company later became publicly traded on Nasdaq on September 30, 2021, raising approximately $1.5 billion through the sale of 73.7 million shares. JuE Wong served as chief executive officer from 2020 through 2023. In October 2023, Olaplex announced that Amanda Baldwin, formerly chief executive of Supergoop, would become CEO in 2024, with board executive chair John Bilbrey serving as interim CEO during the transition. The supplied reference material further states that Henkel agreed to acquire Olaplex in 2026 for $1.4 billion at an offer price of $2.06 per share. Olaplex has also faced legal and reputational challenges. A dispute with L’Oréal followed failed acquisition discussions and allegations concerning the use of trade secrets; the litigation was ultimately resolved outside court after appellate developments. In 2023, numerous consumers filed claims alleging that Olaplex products caused hair damage and hair loss, with later filings involving more than 100 plaintiffs. The litigation also raised questions about products containing or formerly containing Lilial and the sale of older inventory after reformulation. Olaplex released third-party testing results asserting product safety. A federal judge ruled that the varied claims were unsuitable for treatment as a single class action, and the first-named plaintiff dismissed her case without prejudice. The controversy weakened some hairstylist endorsements and coincided with a sharp decline in the company’s share value during 2023. Olaplex remains associated with premium bond-repair hair care, but its corporate and market history illustrates both the commercial power and the risks of technology-centered claims in beauty.

Olaplex was established in 2014 by Dean Christal. Its product concept was developed with chemists Eric Presley and Craig Hawker and centered on the treatment of structural damage caused by chemical processing, heat, and physical stress. The brand’s principal technical claim concerns the use of bis-aminopropyl diglycol dimaleate, a patented ingredient intended to help repair or reinforce broken disulfide bonds in hair. The company first gained traction through professional salons. Its proposition was particularly relevant to hair-coloring and bleaching services, where repeated chemical processing can leave hair more fragile. Olaplex’s salon orientation gave it a professional-performance identity that distinguished it from mass-market shampoo and conditioner brands. The company then broadened its reach through consumer products that translated the salon treatment concept into an at-home routine. During its expansion, Olaplex developed a range spanning intensive treatments, cleansing products, conditioners, masks, leave-in products, oils, and styling aids. No. 3 Hair Perfector became the most recognizable product in the portfolio, while No. 6 Bond Smoother represented the brand’s extension into leave-in smoothing and styling. The broader portfolio continued to emphasize the maintenance of hair strength and resilience rather than basic cleansing alone. Advent International acquired Olaplex in 2019. JuE Wong became chief executive in 2020. On September 30, 2021, Olaplex completed a Nasdaq listing, selling 73.7 million shares and raising approximately $1.5 billion. The public-company period gave the brand access to significant capital but also exposed it to greater scrutiny over growth, consumer demand, product claims, and market performance. Leadership changed again in 2023. Olaplex announced that Amanda Baldwin, who had previously led Supergoop, would become CEO in 2024. John Bilbrey, the company’s executive board chair, was designated interim CEO during the transition. Olaplex’s history also includes disputes over intellectual property and product safety. After acquisition discussions with L’Oréal failed in 2015, Olaplex sued the company over alleged misuse of trade secrets shared during the negotiations. Although the litigation produced an initial finding against L’Oréal, later appellate developments changed the outcome and the companies ultimately settled outside court. In 2023, a series of consumer lawsuits alleged that Olaplex products caused hair damage and hair loss. The claims also addressed the transition away from Lilial, an ingredient subject to reproductive-toxicity concerns, and alleged continued sale of older inventory after reformulation. Olaplex responded by publishing third-party testing results intended to support the safety of its products. As the litigation expanded, a federal judge found that the claims were too varied to proceed as one class action. The first-named plaintiff dismissed her case without prejudice. The dispute harmed the brand’s standing with some hairstylists and was accompanied by a substantial fall in Olaplex’s share price during 2023. The supplied reference material states that Henkel acquired Olaplex in 2026 for $1.4 billion at an offer price of $2.06 per share. If confirmed by updated corporate filings or a current authoritative source, this transaction marks the latest ownership transition in the brand’s development. Olaplex’s enduring identity remains tied to premium, science-led hair repair and its connection to professional color services.

• 2026

  Henkel acquisition reported

  [1]Olaplexen.wikipedia.org

  The supplied reference material reports Henkel’s acquisition of Olaplex for $1.4 billion at an offer price of $2.06 per share.

• 2023

  Consumer litigation expands

  [1]Olaplexen.wikipedia.org

  Consumer claims alleging hair damage and hair loss expanded to involve more than 100 plaintiffs, while the company published third-party testing results defending product safety.

• 2023

  Amanda Baldwin announced as incoming CEO

  [1]Olaplexen.wikipedia.org

  Olaplex announced Amanda Baldwin as its incoming CEO for 2024 and named John Bilbrey interim CEO during the transition.

• 2021

  Nasdaq public listing

  [1]Olaplexen.wikipedia.org

  Olaplex listed on Nasdaq on September 30, selling 73.7 million shares and raising approximately $1.5 billion.

• 2020

  JuE Wong becomes CEO

  [1]Olaplexen.wikipedia.org

  JuE Wong began serving as Olaplex’s chief executive officer.

• 2019

  Acquired by Advent International

  [1]Olaplexen.wikipedia.org

  Advent International acquired Olaplex as the brand expanded its professional and consumer hair-care business.

• 2015

  Trade-secret dispute follows L’Oréal acquisition discussions

  [1]Olaplexen.wikipedia.org

  After proposed acquisition discussions with L’Oréal did not proceed, Olaplex initiated litigation concerning alleged misuse of trade secrets.

• 2014

  Olaplex founded

  [1]Olaplexen.wikipedia.org

  Dean Christal founded Olaplex, with product development associated with chemists Eric Presley and Craig Hawker.

A premium, professional-inspired hair-care brand centered on patented bond-repair technology, salon credibility, and the care of damaged or chemically treated hair.

• Bond-repair treatment

  No. 3 Hair Perfector

  Olaplex’s best-known take-home treatment, designed for use between salon visits. It is positioned as a restorative product for hair weakened by coloring, bleaching, heat, and other forms of processing, and represents the brand’s core bond-repair proposition.

• Leave-in treatment and styling product

  No. 6 Bond Smoother

  A leave-in product positioned to smooth, condition, and support manageability while extending Olaplex’s bond-care concept into everyday styling. It is intended for hair that needs softness, frizz control, and protection after washing.

• Professional and consumer hair-care range

  Olaplex bond-repair system

  The broader system includes salon treatments, shampoos, conditioners, masks, oils, leave-in products, and styling formulas. The range is unified by the brand’s use of bis-aminopropyl diglycol dimaleate and its focus on reinforcing hair affected by chemical, thermal, or mechanical damage.

• 2023

  Hair-damage and hair-loss litigation

  A group of women filed claims alleging that Olaplex products contributed to hair damage and hair loss. Later filings involved more than 100 plaintiffs and included allegations related to older products containing Lilial or inventory remaining after reformulation. Olaplex released third-party testing results asserting that its products were safe. A federal judge ruled that the claims were too different to proceed as one class action, and the first-named plaintiff dismissed her case without prejudice.

  Source

Read more

• 2026

  Acquire Olaplex through HenkelM&A

  Background

  The supplied reference material reports a change in ownership after Olaplex’s period as a public company.

  Action taken

  Henkel acquired Olaplex for a reported $1.4 billion at an offer price of $2.06 per share.

  Aftermath

  The transaction would place the brand under Henkel’s ownership, subject to confirmation through current transaction and corporate sources.

  Reported acquisition value. $1.4 billion (2026)

  Source

• 2023

  Respond to product-safety litigation and ingredient concernsStrategy

  Background

  Consumer lawsuits alleged hair damage and hair loss and raised questions about Lilial and older inventory.

  Action taken

  Olaplex published third-party testing results to support the safety of its products and defended its position in the litigation.

  Aftermath

  A federal judge rejected treatment of the varied claims as one class action. The controversy also damaged some hairstylist endorsements and coincided with a steep decline in the company’s share price.

  Source

• 2021

  Complete public offering on NasdaqOther

  Background

  Olaplex had developed a large professional and consumer following and sought public-market capital.

  Action taken

  The company listed on Nasdaq on September 30, 2021, selling 73.7 million shares.

  Aftermath

  The offering raised approximately $1.5 billion and made Olaplex subject to public-company reporting and market expectations.

  Proceeds from share offering. $1.5 billion (September 30, 2021)

  Source

• 2019

  Accept acquisition by Advent InternationalM&A

  Background

  Olaplex was expanding beyond its salon origins and developing a broader prestige hair-care business.

  Action taken

  Advent International acquired the brand.

  Aftermath

  The acquisition preceded Olaplex’s later public listing and its continued expansion into consumer retail.

  Source

• 2026

  Henkel agrees to acquire Olaplex[1]Olaplexen.wikipedia.org

  M&A

  The supplied reference material states that Henkel acquired Olaplex for $1.4 billion at an offer price of $2.06 per share.

• 2023

  Amanda Baldwin named incoming Olaplex CEO[1]Olaplexen.wikipedia.org

  Leadership change

  Olaplex announced that Amanda Baldwin, formerly CEO of Supergoop, would take over as chief executive in 2024, with John Bilbrey serving as interim CEO during the transition.

• 2021

  Olaplex completes Nasdaq listing[1]Olaplexen.wikipedia.org

  Other

  Olaplex became publicly traded on Nasdaq on September 30, 2021, selling 73.7 million shares and raising approximately $1.5 billion.

• 2019

  Olaplex acquired by Advent International[1]Olaplexen.wikipedia.org

  M&A

  Advent International acquired Olaplex during the brand’s expansion from professional salon treatments into a broader prestige hair-care business.

1. 1Olaplexen.wikipedia.org