After viral infertility memes, can Olaplex bounce back?

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To date, Kay’s video has over a million views and thousands of likes. Kay did not respond to requests for comment. Yet the pursuit of life online presents a real risk for Olaplex because “it is a company that positions and markets itself as being backed by science, so at times when efficacy, performance and safety are questioned, it’s going to force the company to do whatever they can to address it,” says Wissink. Olaplex did not comment specifically on Kay’s post.

Yet the flow of information and news on TikTok is often “very superficial. fashion at consultancy Coresight Research. While consumers may have initially felt apprehensive, investors have been less scared, she says. “I also think that because the product is so effective, consumers will feel inclined to dig deeper into the product and how it works, beyond a title.”

Create a hair repair “buzz”

Founded in 2014 and originally sold exclusively in salons for consumers seeking products to reverse the effects of hair styling, color and heat damage, the line of shampoos, conditioners, oils and treatments Olaplex Hair Treatments includes a patented star ingredient, Bis-Aminopropyl Diglycol Dimaleate, to repair and reconnect broken bonds in the hair. It is still found in all Olaplex products. Last year, annual revenue more than doubled to $598.4 million, and in September 2021 it raised $1.8 billion in an IPO valuing the company at over $15 billion. of dollars.

Its remarkable rise is all the more significant as bonding and repairing have long been used in the professional industry – brands like Brazilian Bond Builder, Wella and Redken all have bonding agents they use in addition to their system of color. However, Olaplex was the first to generate buzz in the mainstream market, says Jefferies Wissink, as well as creating a halo effect around the high-end hair care market. “It really wasn’t an area that investors paid much attention to in the past. Even though big companies like L’Oreal and Estée Lauder have hair care businesses, they were small compared to makeup and skin care. Today, a growing number of hair brands, including K18, Bumble and Bumble, Aveda, and Kendra’s Boutique, offer bonding and repair solutions. Science-backed skincare brands like Augustinus Bader and Dr. Barbara Sturm have also expanded into hair and scalp care.

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