Henkel circles Olaplex as takeover talks emerge

Prestige haircare brand Olaplex is rumoured to have attracted takeover interest from German consumer goods giant Henkel.

Sources familiar with the matter told Bloomberg a potential deal could come together within weeks, though no final decision has been made and discussions could still fall apart.

Founded in 2014, Olaplex built its reputation on science-backed formulas designed to repair damaged hair, quickly gaining traction among professional stylists before expanding into direct-to-consumer and specialty retail channels.

Despite its early momentum and strong brand recognition, Olaplex has faced mounting challenges in recent years amid a more competitive haircare landscape and shifting consumer spending patterns.

Financial performance has reflected these headwinds. For the third quarter of 2025, Olaplex reported net sales of $114.6 million, representing a 3.8% decline compared to the same period in 2024.

The decrease was driven by softness in specialty retail and direct-to-consumer channels, partially offset by growth in the professional segment.

In response, Olaplex has been working to reposition itself for long-term growth. Last year, the company entered what it described as a new chapter, unveiling a refreshed brand identity aimed at reaffirming its core mission and reconnecting with both consumers and stylists.

The rebrand introduced new visuals, a more dynamic digital presence, and updated storytelling designed to highlight the brand’s foundational belief in the bond between science and style.

For Henkel, a potential acquisition would add to its existing portfolio, which includes fellow haircare brands Schwarzkopf and got2b.