Biolage
Biolage is a professional haircare brand owned by L'Oréal USA, selling 47 vegan, cruelty-free haircare products across 11 collections (hydration, color, scalp, repair, volume, smoothing) through salons, biolage.com, and Amazon to consumers seeking targeted at-home haircare solutions.
- Company typePrivate
- Founded1990
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Biolage does
Biolage is a professional haircare brand founded in 1990 and currently wholly-owned and operated by L'Oréal USA S/D, Inc., headquartered at 10 Hudson Yards in New York. The brand sells 47 products organized into 11 collections targeting specific hair and scalp concerns: Color Last (color protection), Hydra Source and Ultra Hydra Source (hydration), Full Rescue (hair fall and breakage), Scalp Sync and Cool Mint (scalp care), Strength Recovery (damage repair), Volume Boost (fine/flat hair), Smooth Proof (frizz), All-In-One (multi-benefit), and Styling. Each collection is built around a proprietary dual-concentrate architecture pairing one scientific active (such as hyaluronic acid, niacinamide, glycolic acid, or vegan proteins) with one natural ingredient (such as aloe vera, rosemary oil, camellia oil, or Cupuaçu butter), with claimed performance outcomes including 6x more hydration, 40-wash color longevity, and 74% resistance to hair fall due to breakage.
The brand's technology positioning centers on precision-dosed, micro-filtered formulations rather than digital or AI capabilities. Products are vegan, paraben-free, cruelty-free (Leaping Bunny certified), and packaged in 100% post-consumer recycled plastic with refill pouches. The commercial model is omnichannel: a salon-first distribution network (with supporting professional programs L'Oréal Access, Salon Emotion, Level Loyalty, and Lead Institute) as the historical core, supplemented by direct-to-consumer e-commerce on biolage.com and third-party marketplace listings on Amazon. Product pricing starts at approximately $8 per unit on Amazon, with salon-channel pricing varying by retailer. Pamela Anderson serves as the brand's first global celebrity ambassador from 2026 onward, reflecting a deliberate expansion of consumer-facing marketing beyond the professional salon channel.
Biolage firmographics
Firmographics- Name
- Biolage
- Legal name
- L'Oréal USA S/D, Inc.
- Website
- https://biolage.com
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Biolage is a professional haircare brand owned by L'Oréal USA, selling 47 vegan, cruelty-free haircare products across 11 collections (hydration, color, scalp, repair, volume, smoothing) through salons, biolage.com, and Amazon to consumers seeking targeted at-home haircare solutions.
- Ownership category
- akta.pro rank
Biolage industry classification
Industry- Product category
- Professional Haircare Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB)
- akta.pro secondary industries
- Shampoo & Scalp Cleansers (CRABABAA), Conditioners & Hair Masks (CRABABAB), Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth) (CRABABAE), Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)
Keywords
Where Biolage is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Biolage business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Professional Haircare Products: Sale of professional-grade haircare products through salon channels and direct-to-consumer e-commerce. Products include shampoos, conditioners, treatments, masks, serums, and styling products across multiple collections.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual haircare products available at various price points |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Biolage product offering
Product offeringCore offering
Biolage manufactures and sells professional haircare products, including shampoos, conditioners, treatments, masks, sprays, gels, and styling aids, organized into category-specific collections (moisturizing, color care, curl care, volumizing, strength recovery, smoothing, scalp care, repair, sun, anti-dandruff, and styling). The portfolio combines bio-based and naturally derived ingredients with micro-filtered, precision-dosed formulas designed for use by stylists and end consumers at home.
Product overview
Biolage is a professional haircare brand founded in 1990 and now part of the L'Oréal USA family, offering precision-dosed, restorative haircare products designed to combine bio-science with natural ingredients. The product portfolio consists of 11 distinct collections spanning color protection (Color Last), hydration (Hydra Source, Ultra Hydra Source), hair fall/breakage repair (Full Rescue), scalp care (Scalp Sync, Cool Mint), damaged hair strengthening (Strength Recovery), volumizing (Volume Boost), anti-frizz smoothing (Smooth Proof), and multi-benefit styling (All-In-One, Styling). Each collection features micro-dosed, precisely formulated concentrates combining scientific and natural ingredients—one scientific active (such as hyaluronic acid, glycolic acid, niacinamide, or vegan proteins) paired with one natural ingredient (such as aloe, camellia oil, or rosemary oil). The brand sells directly to salon professionals and consumers, with recent expansion into at-home essentials featuring formula, packaging, and sustainability upgrades. Biolage products are vegan, paraben-free, and packaged in recycled materials, with Pamela Anderson serving as the brand's first global celebrity ambassador since 2025.
Differentiator
Problem solved
Functional benefit
Products and services
- Hydra Source Shampoo
Quantifiable outcome
- 6x more hydration after one use (Hydra Source collection)
- +6 more outcomes
Companies that use Biolage
Customer profileNamed customers1 record
Segments7 records
Ideal customer profiles2 records
Biolage technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Biolage partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Pamela AndersoncorePamela Anderson serves as Biolage's first global celebrity ambassador starting in 2026. She publicly credited Biolage's Hydra Source collection and Full Rescue Scalp Serum for her hair transformation at the 2026 WWD Style Awards and 83rd Golden Globes. Anderson's preference for sustainable, cruelty-free, and vegan products aligns with Biolage's brand values.
- L'Oréal AccessminorL'Oréal Access is a professional partner program that provides resources, education, and tools for salon professionals using Biolage products.
- Salon EmotionminorSalon Emotion is a professional partner program supporting salons in delivering hair spa experiences with Biolage products.
- Level LoyaltyminorLevel Loyalty is a professional loyalty program providing rewards and benefits for salon professionals loyal to Biolage products.
- Lead InstituteminorLead Institute (leadinstitute.degree) provides professional education and training resources for hair care professionals.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Biolage competitors and assessment
Company assessmentDirect peers
- Pureology: Pureology is a L'Oréal sister professional haircare brand specializing in color-treated hair, sold through salons and DTC. It is the closest direct comparable to Biolage in distribution model, parent backing, and salon-led positioning, and competes for the same stylist advocacy and shelf space.
- Olaplex: Olaplex is an independent bond-repair haircare brand sold through professional and DTC channels with patented active chemistry. It is a direct peer because it competes for the same hair-damage and color-protection consumer and salon recommendation flows that Biolage's Color Last and Strength Recovery collections address.
- Moroccanoil: Moroccanoil is a professional haircare brand built around argan oil-infused treatments and styling, sold through salons and DTC. It is comparable to Biolage in its professional heritage, oil-based signature ingredients (overlapping with Biolage's All-In-One Multi-Benefit Oil), and salon-plus-DTC distribution.
- Joico: Joico is a Henkel-owned professional haircare brand with a salon-first GTM and broad portfolio across repair, color, and hydration. It competes with Biolage for stylist endorsement, salon shelf space, and the same professional-consumer crossover shopper.
- Paul Mitchell: Paul Mitchell is an independent professional haircare brand with deep salon heritage, cruelty-free positioning, and broad shampoo, conditioner, and styling coverage. It directly overlaps with Biolage's salon channel, ethical positioning (Leaping Bunny), and category breadth.
Broad incumbents
- Kérastase: Kérastase is L'Oréal's prestige professional haircare brand with global reach across salons and luxury retail. It is a broader incumbent peer that overlaps heavily with Biolage's product categories but operates at a higher price tier and with stronger global distribution, often anchoring the same L'Oréal salon portfolio discussions.
- Redken: Redken is L'Oréal's mass-prestige professional haircare brand distributed widely through salons and beauty retail. It competes for the same stylist relationships and consumer segments as Biolage and is a key internal comparable for category performance within L'Oréal's Professional Products Division.
- Aveda: Aveda is Estée Lauder's professional salon haircare brand with a strong natural and sustainability positioning. It overlaps with Biolage's botanical, eco-conscious narrative and salon-led distribution model, making it a direct cross-conglomerate comparable.
- Matrix (L'Oréal Professionnel): Matrix is L'Oréal's mass-market professional haircare brand sold broadly through salons and beauty supply. It is a portfolio-internal comparable to Biolage, frequently positioned at a lower price tier and competing for similar at-home and stylist-driven consumers.
Emerging players
- Living Proof: Living Proof is a science-led haircare brand (acquired by Unilever) sold through salons, prestige retail, and DTC. It is comparable to Biolage for its patented-ingredient narrative, prestige positioning, and salon-plus-consumer distribution, although it operates at a smaller scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Biolage social profiles
Digital presenceBiolage compliance and trust
Trust signalCompliance1 record
Biolage financial estimates
Financial estimateRevenue estimate
Valuation estimate
Biolage leadership team
Management profileNumber of profiles
Biolage funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Biolage M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Biolage
What does Biolage do?
Biolage manufactures and sells professional haircare products, including shampoos, conditioners, treatments, masks, sprays, gels, and styling aids, organized into category-specific collections (moisturizing, color care, curl care, volumizing, strength recovery, smoothing, scalp care, repair, sun, anti-dandruff, and styling). The portfolio combines bio-based and naturally derived ingredients with micro-filtered, precision-dosed formulas designed for use by stylists and end consumers at home.
Is Biolage a public or private company?
Biolage is a private company. It is classified as corporate owned and is currently operating.
When was Biolage founded?
Biolage was founded in 1990. It employs 1 to 10 people.
Where is Biolage based?
Biolage is headquartered in New York, United States, in the North America region.
How does Biolage make money?
One revenue line is on record: professional Haircare Products.
Who are Biolage's main competitors?
Direct peers on record are Pureology, Olaplex, Moroccanoil, Joico and Paul Mitchell. Broad incumbents are Kérastase, Redken, Aveda and Matrix (L'Oréal Professionnel). Living Proof is listed as an emerging player.
Does Biolage have an API?
No public API is recorded for Biolage.
What industry is Biolage in?
Biolage's product category is Professional Haircare Products. Its primary akta.pro industry code is CRABALAB, Professional Hair Care (Shampoo, Conditioner, Treatments), with a secondary code of CRABABAA, Shampoo & Scalp Cleansers. Its NAICS code is 32561 and its SIC code is 2840.