Olaplex makes prestige haircare products built around a proprietary bond-building technology (Bis-amino) that repairs disulfide bonds in hair damaged by chemical treatments like coloring, perming, and straightening. Olaplex argues it created the bond-building category when it launched in 2014, and has since expanded to roughly 30 SKUs spanning treatments, shampoos, conditioners, masks, and styling products. The professional hairstylist sits at the center of Olaplex's go-to-market model: Pros use Olaplex in-salon and recommend it to clients, which drives consumer demand through specialty retailers like Sephora and Ulta, and through direct channels including Olaplex.com and Amazon. Olaplex sells in over 60 countries, with roughly half of sales in the U.S. and half international. The business model is asset-light — Olaplex outsources all manufacturing to contract manufacturers and uses third-party logistics — generating high gross margins around 71-72%. Olaplex has been in a turnaround since a sharp revenue decline in 2023, focusing on rebuilding brand demand through increased marketing spend, relaunching its product pipeline, and resetting its international distributor network. In 2025, Olaplex also acquired Purvala Bioscience, a biotech firm, to bolster its long-term innovation pipeline and potentially expand into adjacent health and beauty categories.