Can Olaplex Reclaim the Narrative?

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.

Times have changed. Sales have moderated and competition has increased, both from legacy brands and new lines trying to grab a piece of the hair repair segment. Olaplex’s stock is down…