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The Architect of Olaplex’s Turnaround

Chief executive Amanda Baldwin has been tasked with course-correcting the embattled haircare brand. Using her marketing muscle, she hopes to rebuild the bond Olaplex once shared with beauty consumers and investors alike.
Amanda Baldwin, formerly chief executive of Supergoop, has been appointed to "transform" the 11 year old hair care brand.
Amanda Baldwin, formerly chief executive of Supergoop, has been appointed to "transform" the 11 year old hair care brand.

Ever since the moment she was appointed chief executive of Olaplex at the end of 2023, Amanda Baldwin has been all about bonding.

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Further Reading

Olaplex Sales Slide 9.8%, Specialty Retail Recovers

The biotechnology hair care company said sales declined to $100.7 million in its fourth-quarter earnings on Tuesday, led by a steep slide in professional sales, but saw a return to growth in retailers like Sephora.

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.

About the author
Brennan Kilbane
Brennan Kilbane

Brennan Kilbane is News and Features Editor at The Business of Beauty. He is based in London, and supports BoF’s coverage of the multifaceted cosmetics industry, from fine fragrance to wellness trends.

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