Olaplex Holdings, Inc.  (“OLAPLEX”), the innovative, science-enabled, and technology-driven haircare company,  announced the launch of the brand’s new patented OLAPLEX Bond Shaping Technology™, created to support curly hair of all types and textures–effectively repairing the internal hair structure to strengthen and reshape curl-forming bonds and lock them in place to rebuild natural curl patterns. 

The new OLAPLEX Bond Shaping Technology™ in the Bond Building category marks the next wave of scientific innovation from OLAPLEX. This new technology was created to directly serve the full range of Curl types and textures, from wavy (2a-2c) to curly (3a-3c) and coily (4a-4c), supporting each individual curl structure from the inside out. 

“We are so excited to bring this brand-new technology to the market with our new BOND SHAPER™ Curl Rebuilding Treatment. Born in the hair salon,  this is a groundbreaking innovation that is synonymous with OLAPLEX,” said Amanda Baldwin, OLAPLEX Chief Executive Officer. “With the release of our BOND SHAPER™ products, we are excited to expand our professional service offerings and bring our unique OLAPLEX science and technology to the curl community, which is a highly engaged and underserved market, and where we are uniquely positioned to offer a new science-backed solution.” 

The new OLAPLEX Bond Shaping Technology™  contains a unique peptide composed of 23 amino acids and allows for cortex-deep penetration to help reconnect and strengthen multiple points (up to 6) of a disulfide bond within its current application area. In addition to this breakthrough technology, the new products also contain Coconut-Avocado Milk which is high in Lauric Acid, fatty acids and essential vitamins, helping to fortify curls and reduce breakage, a Curl Retention Compound that helps to form a curl-locking barrier to maintain definition, smoothness and shine, and our classic OLAPLEX Bond Building Technology™ that leaves hair  visibly healthier.

“We developed BOND SHAPER™ with OLAPLEX’S new patented Bond Shaping Technology™, " explains Lavinia Popescu, Chief Scientist at OLAPLEX. “This technology combined with Curl Retention Compound and other ingredients in these products forms a curl-locking barrier to maintain the definition, smoothness and shine of each individual curl. The science behind this technology is truly unique and with OLAPLEX’s leadership in the bond-building category, we were able to leverage that expertise and apply it in a completely new way to service consumers with a wide variety of curl patterns.”

At a launch event in Las Vegas on July 24, Baldwin re-emphasized that their science-focused products came to life in the hands of the salon professional. 

This is a big night and a big moment for us," she shared. "I am about six months into this sort of wild and wonderful journey of leading Olaplex, and I spent a lot of time just listening and learning about the magic of Olaplex and what got this brand to where it is, and what will carry it forward, and tonight, simply couldn't be a more powerful representation of that.

"First is the science and what happens in the lab. It's always going to be the thing that drives us, our passion for innovation, our passion to do something that the world has never seen before, and our passion for performance.

"And the second thing is the pro because all that science is magical, but it's only real when it's in the chair, and that is what brings it to life. That is so at the core of who we are."

The BOND SHAPER™ product offering includes:

• Bond Shaper™ Curl Rebuilding Treatment is a 3-step curl restoring salon service that helps repair, rebuild, and redefine curls in one salon visit. It leverages new patented technology that helps strengthen and relink broken disulfide bonds, providing curl shape and definition. 

• N^o.10 Bond Shaper™ Curl Defining Gel is a reparative, curl-defining styling gel to instantly revive natural curl patterns. New technology – Curl Retention Compound nourishes – paired with patented OLAPLEX Bond Building Technology™ enhances curls for healthy shine and strengthens damaged disulfide bonds, maintaining a healthy curl pattern and shape.

“With OLAPLEX’s BOND SHAPER™ there is now a truly unique technology that can be offered to clients that can provide immediate results. This is revolutionary because it provides not only definition, but repair at a molecular level,” said Naeemah LaFond, Global OLAPLEX Ambassador. 

Full details of the products below inclusive of key ingredients, benefits, claims and more. 

BOND SHAPER™ CURL REBUILDING TREATMENT

WHAT IT IS:

A professional 3-step curl-restoring salon service that helps to strengthen, shape and lock the broken bonds responsible for providing curl shape and definition.

KEY INGREDIENTS/BENEFITS:

• OLAPLEX Bond Shaping Technology™ 

Unique peptide composed of 23 amino acids 

Cortex-deep penetration to help re-link & strengthen broken disulfide bonds in 3D

Locks curl-forming bonds in place for visibly stronger & healthier-looking hair 

• Coconut-Avocado Milk 

High in Lauric Acid, fatty acids, and essential vitamins

Fortifies curls & reduces breakage 

Nourishes & conditions for softer, shinier-looking curls

• Curl Retention Compound
  Highly humidity-resistant, flexible polymers, plant collagen, and sugars
  Form a curl-locking barrier to maintain definition, smoothness, and shine

• OLAPLEX Bond Building Technology™
  Relinks broken disulfide bonds responsible for hair structure and strength
  Leaves hair visibly healthier 

CLAIMS: 

• Improves curl retention

• Control frizz through 15 washes

• Strengthen & repair

• Reduces breakage

• Safe for color-treated hair

CONSUMER PERCEPTION

• 100% of stylists agree treatment is easy to perform & efficient*

• 99% of stylists agree clients’ curls are revived, defined, moisturized & shiny*

• 97% of stylists agree clients’ curls look repaired & visibly improved*

• 97% of stylists would recommend this treatment for their clients*

• 94% of stylists agree treatment helped improve curl retention & restore elasticity and bounce*

• 99% of clients agree curls look more defined*

• 96% of clients agree curls look and feel healthier, repaired, hydrated & frizz-free*

*based on a stylist & client perception study of 12 stylists and 68 participants

No. 10 BOND SHAPER™ CURL DEFINING GEL: 

KEY INGREDIENTS/BENEFITS:

• Coconut-Avocado Milk 

High in Lauric Acid, fatty acids & essential vitamins

Fortifies curls & reduces breakage 

Nourishes & conditions for softer, shinier-looking curls

• Curl Retention Compound
  Highly humidity- resistant, flexible polymers, plat collagen & sugars
  Form a curl-locking barrier to maintain definition, smoothness & shine

• OLAPLEX Bond Building Technology™
  Relinks broken disulfide bonds, responsible for hair structure & strength
  Leaves hair visibly healthier 

HOW TO USE:

Apply and evenly distribute a small amount to clean, wet hair in sections. Scrunch in an upward motion to define and enhance natural curl pattern. Air dry or diffuse until dry. Once dry, gently scrunch to release curl cast for defined, frizz-free curls. 

CLAIMS: 

• Improves curl retention by 52% after 1 use

• Repairs and strengthens

• 72-HR frizz control / humidity-resistance

• Reduces frizz by 85% after 1 use

• Significant improvement in detangling, smoothness & conditioning

• Color safe

• Protects from heat damage up to 450°F 

CONSUMER PERCEPTION

• 95% of participants agree product enhanced natural curl pattern

• 92% of participants agree product provided a flexible feel and finish

• 90% of participants agree curls maintained hydration after 7 days 

• 89% of participants agree curls felt smooth, light & bouncy

• 88% of participants agree product increased curl shape, kept curls defined all day & provided all-day hold

• 87% of participants agree curls look visibly healthier

• 80% of participants agree curls last beyond day 1

*based on a consumer perception study of 130 participants after 1 use; 7 days of use