Olaplex is turning the page on its brand story, unveiling a fresh identity and a new scalp treatment designed to reaffirm its place in the hair care industry. The company, once hailed as a pioneer in bond-building technology, is looking to recapture momentum amid intensifying competition.
The rebrand comes at a pivotal moment. Sales dipped 3.6% in the third quarter of 2024, totaling $119.1 million—a signal that even cult-favorite products aren’t immune to shifting market dynamics. With similar formulas flooding the shelves, Olaplex is doubling down on what made it a household name: innovation backed by science.
At the helm of this transformation is CEO Amanda Baldwin, who stepped into the role earlier this year. “Olaplex has always been about pushing boundaries,” she said. “This next chapter is about staying true to our legacy while evolving with our customers.”
A key piece of that evolution? The newly launched No.0.5 Scalp Longevity Treatment. Designed to promote long-term scalp health, the product aligns with a growing consumer focus on hair wellness as a whole—an area that many brands are now tapping into.
For beauty professionals, this shift could mean a refreshed opportunity to engage clients with Olaplex’s expanded approach to hair health. Whether the rebrand will be enough to counteract sales declines remains to be seen, but one thing is clear: Olaplex is making a play to reclaim its edge.
