OLAPLEX Launches "Designed to Defy" Campaign Starring Nicola Coughlan
Olaplex the foundational health and beauty brand and pioneer of bond-building hair care, today announced the launch of a new brand campaign: Designed to Defy. With deep roots in category-creating science and inspired by the pro, the campaign captures the brand’s essence—how we innovate, what we stand for, and why we lead. Designed to Defy is more than a phrase; it’s a declaration of the innovative philosophy that fueled the creation of a category-defining molecule—and continues to power the future of hair health. Beyond the science, it’s the spark OLAPLEX ignites in every pro and every client: the confidence of truly healthy, beautiful hair and the limitless possibilities that follow.
“When the industry said ‘You can’t do that with hair,’ our patented bond building technology gave professionals the power to transform hair and consumers the freedom to style without limits,” said Amanda Baldwin, CEO of OLAPLEX. “OLAPLEX pushed past those boundaries, proving there are no limits to what hair care can achieve. This campaign brings that fearless spirit to the forefront, reaffirming OLAPLEX as the brand that shows incredible style and healthy hair can coexist”.
At the heart of this new campaign, OLAPLEX has launched a cinematic celebration of the power of healthy hair—showcasing how confidence, creativity, and self-expression all begin with a strong foundation, unlocking limitless possibilities. The film features actress and Bridgerton star Nicola Coughlan, Creative entrepreneur and media personality Jenna Lyons, and Olympian sprinter/hurdler Sydney McLaughlin-Levrone, who all defy expectations in their respective industries. The film showcases a series of aspirational vignettes all grounded in the authentic moments with the talent’s personal hair stylist, capturing the confidence that comes with a radiant healthy hair day. Stylists featured in the film include Halley Brisker, Jenna Perry, and Naeemah LaFond, who are all part of OLAPLEX’s PRO stylist community and ambassador program.
This brand campaign builds on OLAPLEX’s recent announcement unveiling its new bold vision, this campaign amplifies the brand’s commitment to foundational hair health rooted in its legacy of category-creating science. While also celebrating the creativity, confidence, and passion of the professional community that fuels our innovation. OLAPLEX brought these core values to life through vibrant new visuals, a dynamic digital presence and the launch of No.0.5 Scalp Longevity Treatment—a unique scalp serum designed to establish the foundation for long-term scalp and hair health.
“We wanted the campaign to embody what OLAPLEX has always enabled - the confidence you feel with a great hair day. We know that with a foundation of healthy hair, your styling possibilities are endless” said Katie Gohman, CMO of OLAPLEX. “Since joining OLAPLEX 9 months ago, we have been building a marketing engine that truly reflects this vision, and we’re thrilled to see it come to life with both the PRO and their client at the center. This is just the beginning of an exciting new chapter for OLAPLEX.”
OLAPLEX partnered with creative agency Droga5, part of Accenture Song, to develop and launch “Designed to Defy” — OLAPLEX’s first-ever multi-channel brand creative campaign. Droga5 developed an integrated suite of assets, including CTV and social films, high-profile OOH placements, and a mixed photography library, all centered on amplifying OLAPLEX’s bold new look and feel.
In this campaign, OLAPLEX emphasizes how our groundbreaking science has always been the key to the confidence of a great hair day. With OLAPLEX, both consumers and professionals can experience the transformative power of healthy hair, today, tomorrow, and for years to come. OLAPLEX is Designed to Defy—they’ve been defying expectations since day one, revolutionizing hair care with a single molecule and unlocking endless possibilities for creativity and confidence.
