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Beauty

Can Olaplex Reclaim the Narrative?

The popular hair care brand, at one point valued at over $10 billion, built a powerful community of superfans with its novel ingredients and claims to restore broken bonds. But stiff competition and unsatisfied customers have taken a toll. CEO JuE Wong speaks to BoF about Olaplex’s future.
Olaplex is known as the prestige hair category creator.
After going public in September 2021, Olaplex was considered the industry’s crown jewel. (Olaplex)
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BoF PROFESSIONAL

For most of its first seven years, Olaplex was the hair care brand that could do no wrong. Cult favourite products beloved by both stylists and consumers led to TikTok viral fame, culminating in a September 2021 IPO that valued the company at $13.6 billion.

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About the author
Priya Rao
Priya Rao

Priya Rao is Executive Editor at The Business of Beauty at BoF. She is based in New York and oversees BoF’s beauty and wellness coverage.

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