Olaplex arrived on the scene in 2014 with two salon-only products and a singular mission: to safeguard hair during the colouring process. At a time when bleach and breakage went hand in hand, its patented bond-building technology promised to do the unthinkable – repair hair from within. By rebuilding the disulphide bonds compromised during bleaching and dyeing, the formulas work at a structural level, strengthening strands rather than simply coating them.
In many ways, Olaplex was an early pioneer of the ‘skinification’ of haircare – shifting the focus from surface-level shine to what’s happening beneath it. I first came across the brand mid-appointment, when my colourist suggested adding it to the lightener that would take my naturally dark hair several shades brighter. She explained the science and how it could help stave off damage and, naturally, I was sold — anything promising stronger, glossier lengths has my full attention. I kept up the ritual until getting my hands on the no.3 hair perfector (the brand’s first at-home treatment), and have since tested almost every launch that’s followed.
