Henkel to acquire Olaplex in $1.4 billion deal

Premium haircare brand Olaplex has entered into a definitive agreement to be acquired by Henkel for $1.4 billion.

Since 2019, Olaplex has been backed by Advent, which supported the company’s growth to a science-led brand focused on hair health. Advent will fully exit its investment upon Henkel's acquisition.

Following the completion of the transaction, Olaplex will continue to operate under its current name and brand.

The transaction is expected to combine complementary strengths in the professional channel, where both companies have established relationships with stylists and salons.

It will also integrate Olaplex's North American direct-to-consumer and specialty retail operations with Henkel’s global footprint, expanding international reach and supporting innovation through "advanced technology, enhanced capabilities and accelerated product development".

Amanda Baldwin, CEO of Olaplex, said: "Today marks an exciting next chapter for Olaplex. From our roots in the professional community to becoming one of the most trusted science-led brands in hair treatment, our journey has always been fuelled by innovation and a deep commitment to stylists and consumers.

"This step is a testament to the momentum we’ve achieved in our transformation and the significant opportunities ahead for Olaplex to continue shaping the future of hair health and pursue long-term growth.

"I’m incredibly proud of what our team has accomplished and look forward to accelerating our product innovation, expanding our reach and continuing to deliver results for our Pro partners and customers around the world as part of the Henkel platform."

It comes after rumours of a deal earlier this year, following takeover interest from the German consumer goods giant.

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.

These headwinds have been reflected in the company’s financial performance. In the third quarter of 2025, Olaplex reported net sales of $114.6 million, representing a 3.8% decline compared with 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.