Olaplex

What Olaplex does

Olaplex Holdings, Inc. is a science-led prestige haircare company founded in 2014 and headquartered in New York that develops and distributes bond-building products for professional stylists and consumers worldwide. Its core technology is Complete Bond Technology, a patented chemistry platform built on bis-aminopropyl diglycol dimaleate and related innovations (including 18-MEA lipid layer targeting) that protects, strengthens, and relinks disulfide, hydrogen, and salt bonds in hair during and after chemical services. The portfolio spans professional-use treatments (No.1 Bond Multiplier, No.2 Bond Perfector) and a numbered at-home system (No.0–No.9) covering shampoos, conditioners, leave-in treatments, oils, masks, and serums, supplemented by lash and brow products and a newly launched Curl range for textured hair; the portfolio is supported by 180+ patents.

Olaplex operates an omnichannel go-to-market model across three channels: a B2B professional channel (PRO SITE platform, certified stylists, and global ambassador network), specialty retail (Sephora, Ulta Beauty, Nordstrom, Bluemercury, Bloomingdales, Amazon, and international partners across the UK, France, Australia, Italy, and Spain), and direct-to-consumer (olaplex.com with subscription). Reported FY2025 net sales were $423.0 million and Q1 2026 net sales were $99.4 million (up 2.5% year-over-year), with gross margin of 69.4% and adjusted EBITDA margin of 22.2% in FY2025. The company went public on NASDAQ in September 2021 at a valuation near $16 billion led by Advent International, lost approximately 95% of its market value after 2023 lawsuits alleging product-related hair damage, and on March 26, 2026 agreed to be acquired by Henkel AG & Co. KGaA for approximately $1.4 billion ($2.06 per share, 55% premium), with closing expected in H2 2026.

Name

Olaplex

Legal name

Olaplex Holdings, Inc.

Website

https://olaplex.com

Company type

Public

Founded year

2014

Operating status

Operating

Headcount range

251–500 employees

Short description

Olaplex is a New York-based prestige haircare company that develops and distributes patented bond-building products to professional stylists and consumers through specialty retail, DTC, and global channels under its 180+ patent portfolio.

Ownership category

akta.pro rank

Product category

Professional Hair Care

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB)

akta.pro secondary industries

Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth) (CRABABAE), Conditioners & Hair Masks (CRABABAB), Hair Fragrance & Finishing (Mists, Shine, Anti-frizz) (CRABABAM)

Keywords

• Bond-building haircare
• Prestige hair products
• Professional salon hair care
• Hair bond repair treatments
• Specialty beauty retail

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Product Sales - Professional Channel: B2B sales of Olaplex professional products to salons and stylists. The professional channel showed 18.9% growth in Q4 2025 with $36.8M in sales, driven by restoration of stylist relationships and new product launches.
2. Product Sales - Specialty Retail: B2B2C sales through retail partners including Sephora, Ulta, Nordstrom, and other specialty beauty retailers. Specialty retail channel declined 14.5% in Q4 2025.
3. Product Sales - Direct-to-Consumer: DTC sales through olaplex.com including subscription offerings. Q1 2026 net sales of $99.4 million with 2.5% year-over-year growth.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

Olaplex manufactures and sells a portfolio of patented bond-building hair care products, including professional-use salon treatments (No.1 Bond Multiplier, No.2 Bond Perfector) and retail consumer products (No.0 through No.9 numbered system, plus specialty lines for curls, lashes and brows). Its proprietary Complete Bond Technology protects, strengthens, and relinks disulfide, hydrogen, and salt bonds in hair, serving both professional stylists through its PRO SITE platform and end consumers via specialty retail partners and olaplex.com.

Product overview

OLAPLEX is a science-led prestige hair care company offering a comprehensive suite of bond-building hair health products. The portfolio centers on patented Complete Bond Technology™ which protects, strengthens, and relinks hair bonds during and after chemical services. Products span professional-use treatments (Bond Multiplier®, Bond Perfector®), retail treatments (No. 0-9 numbered system), and specialized lines for different hair types (Curl, Blonde). The core system includes No.3PLUS Complete Repair Treatment as the hero at-home product, paired with No.4/5 shampoo and conditioner, No.6 Bond Smoother, No.7 Bonding Oil, and No.8 Moisture Mask. New innovations include the °7 Shine Serum Oil Mist and Curl-specific formulations, all leveraging the same foundational bis-aminopropyl diglycol dimaleate bond-building chemistry.

Differentiator

Problem solved

Functional benefit

Brands

• Lash + Brows: Product line for lash and brow care including Lashbond Building Serum
• Olaplex No. 3 (N°.3PLUS)

Products and services

• N°3PLUS Complete Repair Treatment Premium bond-building at-home treatment that protects and repairs hair bonds at the molecular level using patented bis-aminopropyl diglycol dimaleate technology; hero retail product for individual consumers seeking weekly repair.
• N°4 Bond Maintenance® Shampoo Bond maintenance shampoo that protects and strengthens hair during the washing process, preventing damage and maintaining bond integrity for daily/regular consumer use.
• N°5 Bond Maintenance® Conditioner Bond maintenance conditioner used alongside No.4 shampoo to strengthen and protect hair bonds for improved daily hair health.
• N°6 Bond Smoother® Leave-In Repair Styling Treatment Leave-in styling treatment that smooths, adds shine, and provides 72-hour moisture protection while strengthening hair bonds for consumers.
• N°7 Bonding Oil™ Bonding hair oil that provides shine, softness, and UV damage protection while nourishing and protecting all hair types.
• OLAPLEX °7 Shine Serum Oil Mist Weightless 2-in-1 shine serum mist that provides instant shine, replenishing hydration, and 96-hour moisture without residue; newest iteration of the brand's bestselling oil format.
• N°4CURL Hydrating Curl Shampoo & N°5CURL Hydrating Curl Conditioner Hydrating shampoo and conditioner duo designed specifically for curly and coily hair types, part of the new Olaplex Curl Range.
• Olaplex® No. 1 Bond Multiplier® Bond-building concentrate for professional salon use; the first step in the Olaplex professional treatment system applied by stylists during chemical services.
• Olaplex® No. 2 Bond Perfector® Professional bond perfector used as the second step in the Olaplex professional treatment system to complete the bond-building process during in-salon services.
• Olaplex® No. 0 Intensive Bond Building™ Treatment Intensive at-home bond-building treatment that rebuilds and strengthens hair bonds for visible repair as the first step in the consumer home routine.
• Olaplex® No. 8 Bond Intense™ Moisture Mask Deep moisture mask providing intense hydration and bond repair for severely damaged or dry hair.
• Olaplex® No. 9 Bond Protector™ Nourishing Hair Serum Nourishing hair serum providing heat protection up to 450°F and protection against environmental damage.
• Lashbond® Building Serum Bond-building serum designed to strengthen and enhance lashes for a more voluminous appearance; part of the Lash + Brows product line.

Quantifiable outcome

• 18.9% professional channel growth in Q4 2025
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Kérastase: L'Oréal-owned prestige professional haircare brand selling salon-grade shampoos, conditioners, and treatments to stylists and consumers. Directly comparable to Olaplex in positioning (prestige, science-led, salon-anchored) and product architecture.
• Redken: L'Oréal-owned professional haircare brand sold through salons and Ulta/Sephora retail with bond-care and color-care franchises. Directly competes with Olaplex in the professional channel and shared specialty retail doors.
• Pureology: L'Oréal-owned professional salon brand specializing in color-care and bond-building treatments. Directly comparable to Olaplex as a science-led, salon-distributed brand with overlapping hero-treatment SKUs.
• Moroccanoil: Prestige haircare brand famous for its signature treatment oil, distributed through salons and prestige retail. Compares to Olaplex on prestige positioning, salon-channel anchor, and oil/treatment-led hero SKUs.
• Living Proof: Unilever-owned biotech-backed haircare brand selling bond-building and treatment products through salons, Sephora, and DTC. Directly comparable on science-led positioning and overlapping product categories.
• Schwarzkopf Professional: Henkel-owned professional salon haircare brand that will become a sister brand to Olaplex post-acquisition. Highly comparable on professional channel focus, color/bond services, and global salon distribution.

Emerging players

• Briogeo: Independent prestige haircare brand with bond-repair and textured-hair focus, sold through Sephora and DTC. Comparable to Olaplex as a science-led, ingredient-positioned brand, though smaller scale and DTC-led.
• Amika: Independent prestige professional haircare brand sold through salons, Sephora, and Ulta. Comparable to Olaplex on salon-anchored prestige positioning, Gen Z appeal, and bond/treatment product mix.

Broad incumbents

• Aveda: Estée Lauder-owned plant-derived professional salon brand with broad haircare portfolio across treatments, color, and styling. Comparable to Olaplex as a salon-anchored prestige brand, but with a much wider portfolio.
• Bumble and bumble: Estée Lauder-owned professional salon brand focused on styling and treatment. Comparable to Olaplex on salon-channel positioning and prestige consumer base, though more styling-led.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/olaplex
• Facebookfacebook.com/olaplex
• Instagraminstagram.com/olaplex
• TikToktiktok.com/@olaplex
• Pinterestpinterest.com/olaplex
• Xx.com/olaplex
• LinkedInlinkedin.com/company/olaplex-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Olaplex