Olaplex brings its bond-building technology to lashes with new launch
Olaplex is applying its bond-building technology to lashes with the launch of a new lash-building serum, marking its first product launch outside of haircare.
LASHBOND Building Serum promises to deliver "more conditioned, healthier looking" lashes within two weeks of use and "longer, fuller" lashes in as little as four weeks.
It contains "highly effective" concentrations of the new Olaplex Peptide Complex Technology™, Olaplex Bond Building Technology™, hyaluronic acid, and Biotin to support and sustain the natural growth cycle and lash retention.
The Olaplex Peptide Complex Technology™contains a proprietary blend of potent peptides, including an Olaplex-exclusive peptide, synergised with Red Clover Flower Extract.
Its Bond Building Technology™ supports the skin barrier at the lash line, creating a better environment for natural lash growth.
In a 12-week clinical trial 94% of uses experienced more voluminous looking lashes, 97% reported improvement in the appearance of longer, denser lashes and 100% reported improvement in the appearance of thicker lashes.
LASHBOND is designed to be used twice a day and users simply swipe the product along the upper lash line and wait 90 seconds for its to dry before applying make-up or other eye products; there is no need to apply the product to the lower lash line.
Priced at £64, customers are invited to join a waiting list to buy the product, which is expected to go on sale this Friday via its own website and at Sephora.
News of the launch had been telegraphed by the brand in teaser mailers to its database and the company had been expected to make the move into lashes having filed a trademark for the name LASHBOND last spring. It has also filed a trademark for the name BROWBOND so it seems reasonable to expect a brow growth serum will be among its next product launches.
Olaplex was launched in 2014 as a pro hair-care product. It experienced a boom in sales during the pandemic era as at-home beauty treatments took off, but recently has seen a drop-off due to changing market dynamics and slumping consumer confidence. In Q4 ending 31 December 2022, net sales declined 21.5% to £109 million ($130.7 million), down 28% in the US and 13.4% internationally.