Olaplex unveils new brand identity and launches scalp care innovation
Olaplex has entered a new chapter, launching a refreshed brand identity to reflect its commitment to empowering both customers and stylists worldwide.
Founded in 2014, Olaplex has spent the last decade transforming hair health with its bond-building technology.
With a cult following among both professionals and consumers, the US-based brand's patented technology quickly became a "go-to" solution for damaged hair.
However, the company has experienced declining sales in recent years as more brands launched competing products. It reported a 3.6% decrease in sales to $119.1 million for the third quarter ending 30 September 2024, but said it made "meaningful progress" against its strategic goals.
Strengthening its efforts, Olaplex has now introduced a refreshed identity, bringing its core values to life through "vibrant new visuals, a dynamic digital presence, and a continued belief in the bond between science and style".
View this post on Instagram
Amanda Baldwin, CEO of Olaplex, who joined in early 2024, said: "From day one, Olaplex has built bonds and broken barriers. This new chapter is about living up to the extraordinary innovation that has always defined us.
"Our products will repair and transform in the most extraordinary of circumstances but it's their daily power to build foundational hair health and deliver lasting results that makes them truly breakthrough and empowers users with the confidence that comes from truly healthy hair.
"Our new visual identity is is a true expression of the confidence in our heritage, our bold approach to innovation, and our passion for the creativity of the professional community. It is a reflection of not only who we've always been, but also an introduction to our future."
As part of its evolution, Olaplex has also launched a new No.0.5 Scalp Longevity Treatment, designed to establish the foundation for long-term scalp and hair health.
Combined with its bestselling No.3 Hair Perfector, the new innovation is "emblematic" of the brand's new vision and promises to deliver lasting hair health from root to tip.
View this post on Instagram
