OLAPLEX Pivots Towards Foundational Hair Health and Innovation in Bold Rebrand

OLAPLEX, the pioneer of bond-building haircare, is entering a new era with a sharpened focus on foundational hair health and stylist-led innovation. With a decade of category-defining science behind it, the brand’s refreshed identity reflects its commitment to long-term hair wellness, evolving beyond repair to provide a holistic approach to strengthening and maintaining hair health.

Since its launch in 2014, OLAPLEX has been known for its revolutionary Complete Bond Technology™, a scientific breakthrough that restores and rebuilds the structural integrity of hair. Its products have long been embraced by professional stylists and hair enthusiasts alike, delivering unmatched repair and protection for chemically treated and damaged strands. Now, OLAPLEX is doubling down on the daily, proactive care needed to prevent damage before it starts.

Amanda Baldwin, CEO of OLAPLEX, highlights the brand’s continued commitment to innovation: “From day one, OLAPLEX has built bonds and broken barriers. This new chapter is about living up to the extraordinary innovation that has always defined us. Our products will repair and transform in the most extraordinary of circumstances, but it's their daily power to build foundational hair health and deliver lasting results that makes them truly breakthrough and empowers stylists and customers with the confidence that comes from truly healthy hair.”

This evolution is more than just a new product pipeline—it’s a refreshed visual identity, a stronger digital presence, and a renewed emphasis on the relationship between science and artistry. Baldwin explains the intention behind the transformation:

“We want those two sides of our brand to come forward in our visual identity. We believe that it’s a true expression of the confidence in our heritage, our bold approach to innovation, and our passion for the creativity of the professional community. It’s a reflection of not only who we’ve always been, but also an introduction to our future.”

As part of its commitment to professionals and consumers, OLAPLEX is introducing science-backed tools that elevate artistry while giving everyday users the freedom to style without compromise. Baldwin underscores the importance of this transition:

“Today’s professionals and consumers are more knowledgeable than ever about the science of haircare. Foundational hair health is, and always has been, in service of letting the work of the pro community truly shine and delivering more great hair days, today, tomorrow, and for years to come.”

In the first step to embody this new vision, OLAPLEX has launched the No.0.5 Scalp Longevity Treatment, a cutting-edge scalp serum designed to establish the foundation for long-term scalp and hair health. This new formula reinforces OLAPLEX’s evolution towards preventative hair wellness, ensuring that both scalp and strands remain strong, balanced, and healthy.