Olaplex appoints Henkel exec Christoph Kaul as CEO

Olaplex has appointed Henkel executive Christoph Kaul as its new CEO, succeeding Amanda Baldwin following the completion of the brand’s $1.4 billion acquisition by the German consumer goods group.

Kaul's remit will include driving innovation at the science-led haircare brand as it becomes integrated into Henkel’s Consumer Brands business.

Kaul has been with Olaplex's parent company Henkel for more than 13 years, most recently as Regional Head of Strategy and Transformation in the US, where he focused on the group’s professional salon business.

Before that, he worked at L’Oréal for more than five years, including product manager roles between January 2010 and February 2013.

“I’m excited and honored to share that I’ve been appointed to lead the incredible team at OLAPLEX,” Kaul said in a post on LinkedIn. 

“It’s a special opportunity to build on the extraordinary foundation created by Amanda Baldwin and her entire team. I have tremendous respect for what they have built, and I’m grateful to have the opportunity to carry that work forward.”

Kaul takes over after Henkel’s Olaplex acquisition

Kaul’s appointment follows Henkel’s acquisition of Olaplex, which completed in July for $1.4 billion. The deal ended Advent International’s ownership and connected Olaplex’s presence across professional salons, direct-to-consumer and specialty retail with Henkel’s international infrastructure. Henkel said the acquisition strengthened its premium haircare portfolio and made it the global number two in professional haircare.

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.

Product expansion has continued under Henkel's ownership. Olaplex entered fragrance in June before making its first move into dry styling with Shape Set Hairspray in August. The product extends the brand’s repair positioning into everyday styling and is intended for professional and at-home use.

Kaul said that under his leadership, Olaplex would maintain its focus on “innovation and delivering the performance, quality, and results our customers and consumers trust."