Olaplex enters dry styling category with first hairspray

Premium haircare brand Olaplex has entered the dry styling category for the first time with the launch of Shape Set Hairspray, expanding its offering beyond treatments and following its move into fragrance in June.

The new launch is designed to provide flexible hold while supporting the brand’s focus on hair repair.

The hairspray is aimed at both professional and at-home use, with Olaplex positioning it as an alternative to formulas that can leave hair feeling stiff or dry.

The formula features the brand's new Bond Set Technology, which includes an encapsulated peptide designed to reconnect broken disulfide bonds during styling. Flexi-Hold Polymers create a flexible structure around each strand, while moisture-replenishing ingredients and glossing agents are intended to support hydration and shine.

It also offers UV protection and is formulated for all hair types and textures.

Amanda Baldwin, CEO of Olaplex, said: “Damage doesn’t only happen during a chemical service; it happens in the things we do to our hair every day, including how we style it. Bringing repair technology into those everyday moments is a natural progression for Olaplex."

Shape Set features in the latest instalment of Olaplex's Science Never Looked So Good campaign, with American comedian and actor Chloe Fineman reprising her role as Chief Hair Officer. In the campaign, Fineman tests the formula’s flexible hold in an Olaplex laboratory setting.

The launch comes shortly after Henkel completed its acquisition of Olaplex on 7 July. Together with Henkel, the brand said it has the opportunity to accelerate innovation, expand its global reach and continue delivering the high-performance products.