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Olaplex Marketing Secrets: How a Beauty Brand Built a Billion-Dollar Buzz

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Ever feel like your haircare brand is getting lost in a sea of TikTok trends, celebrity endorsements, and sciencey-sounding serums? You’re not alone. But there’s one brand that’s consistently turning heads—and not just because of split-end-free hair.

Olaplex has pulled off what most beauty brands dream of: blending clinical credibility with social clout, and emotional resonance with community-driven buzz. Today, we bring you a masterclass in marketing: exactly what’s helped them rise from salon secret to household staple.

Let’s break it down!

1. The science behind the success

Olaplex was founded on a proprietary scientific innovation that redefined the haircare industry. 

Its patented active ingredient, Bis-Aminopropyl Diglycol Dimaleate (introduced in 2014) was the first to address hair damage at the molecular level. It does this by repairing broken disulfide bonds—the essential cross-links that maintain the strength, structure, and elasticity of the hair fiber.

Olaplex bond technology

Disulfide bonds are frequently compromised by chemical treatments, thermal styling, and environmental stressors. Traditional conditioners and masks often coat the hair temporarily without addressing this internal damage. 

Olaplex’s bond-building chemistry offers a fundamentally different approach: it penetrates the hair cortex and actively restores these bonds from within, leading to measurable improvements in hair resilience and texture.

This scientific legitimacy earned the trust of salon professionals, many of whom were initially skeptical of their bold claims in a saturated market.

Olaplex targeted these professionals first, rather than going directly to consumers. By winning over stylists—who serve as trusted authorities for their clients—the brand created a grassroots network of advocates.

2. From lab coat to lifestyle

Science alone doesn’t build emotional loyalty. That’s why the brand launched its boldest move yet: the “Designed to Defy” campaign.

This wasn’t just another beauty ad. It was a declaration of identity. Olaplex partnered with creative powerhouse Droga5 to produce a cinematic campaign featuring stars like Nicola Coughlan and Olympic champion Sydney McLaughlin-Levrone. But the real stars? Their stylists.

The campaign spotlighted genuine moments of transformation, not just in hair but in confidence. It tapped into what makes great branding stick: human connection. 

With immersive pop-ups like the Bond House in NYC, dramatic visuals, and out-of-home ads, the brand successfully transitioned from being known for science to being loved for how it makes people feel.

3. Influencer marketing with a global megaphone

Olaplex has strategically partnered with over 400 creators, spanning everyone from TikTok trendsetters to celebrity hairstylists. And most of these collaborations aren’t paid—that’s how much people genuinely love the product.

This kind of grassroots credibility is gold. When stylists like Jenna Perry (the go-to for Bella Hadid and Kendall Jenner) or Naeemah LaFond (a force in texture-inclusive styling) post about Olaplex, followers pay attention.

@olaplex Join us in welcoming Jenna Perry, the newest member of our #OLAPLEXAmbassador family! ✨🎉 #olaplex #OLAPLEXShine ♬ original sound - Olaplex

These aren’t just content creators. They’re trusted gurus.

And then there’s TikTok, where the brand has mastered the art of viral growth.

Campaigns like #OlaFlex have generated billions of views, and the hashtag #Olaplex has organically racked up over a billion hits. 

Rather than throwing money at influencers, the brand focuses on seeding genuine stories and transformations that create waves of social proof.

4. A dupe to win the internet

Here’s where things get fun. 

While many brands try to ignore knock-offs, Olaplex embraced them. The brand launched the “Oladupé” campaign—a cheeky, fake product drop that played on TikTok’s obsession with dupe culture. 

@sophadophaa Very intrigued! Come back for part 2 on my thoughts #oladupe #olaplex #olaplexdupe #hair #dupe ♬ Jazz Bossa Nova - TOKYO Lonesome Blue

It worked like magic. The campaign drew over 20 million impressions, 24 million hashtag views, and generated $1.1 million in earned media. 

Beyond the metrics, it showed that Olaplex isn’t afraid to meet consumers where they are, speak their language, and even poke fun at itself. That kind of self-awareness goes a long way in today’s marketing landscape.

5. Global thinking that feels local

Olaplex’s advertising strategy blends emotionally resonant branding with data-driven performance marketing across multiple platforms and regions. 

On Facebook, the brand leverages high-impact formats like carousel ads, video content, and social proof creatives—often showcasing real customer testimonials and professional salon results—to build trust and drive engagement. 

Olaplex facebook ads

While most campaigns run in English across key markets such as the US, UK, and Australia, Olaplex also localizes its messaging for European and Latin American audiences with ads in French, German, Spanish, and Italian. 

On Google, Olaplex runs a mix of Search, Display, and YouTube campaigns, targeting both brand awareness and conversion with region-specific creatives and multi-language ad variations. 

Olaplex Google Ads

This cross-platform, multilingual strategy allows the brand to reach consumers across the globe at every stage of the funnel—and their messaging feels local to everyone.

6. The perfect balance: premium appeal + accessibility

Olaplex has found a rare balance in the beauty world—offering high-end products that still feel within reach. 

With competitors like Kérastase and Oribe at the luxury end of the market, Olaplex manages to stay aspirational without pricing out the average consumer.

Olaplex home repair set

Part of the secret is smart bundling. Product pairings, limited-edition kits, and seasonal discounts create value without discounting the brand. 

The clean, minimalist packaging and clinical naming system (think No.3, No.4, No.8) reinforce its science-first image, while the approachable pricing keeps it accessible. It’s prestige without pretentiousness.

7. A high-converting website experience

Olaplex’s website is designed to guide, educate, and convert. From first click to checkout, every element is thoughtfully crafted to support the customer journey.

At the center of this experience is the hair quiz, a standout feature that helps visitors identify the best products for their specific hair type, concerns, and goals.

Hair quiz by Olaplex

But it’s not just a helpful tool—it’s also a clever data strategy. At the end of the quiz, users are prompted to enter their email address to receive their results, feeding into Olaplex’s email marketing and remarketing funnel with highly relevant leads.

The site also features regular blog content, covering haircare education, product benefits, styling tips, and ingredient explainers. 

The olaplex blog site

This builds trust and boosts SEO, helping customers make informed choices while positioning Olaplex as a knowledge leader in the haircare space.

Their blog also ranks for a wide range of non-branded keywords such as “hair types,” “how to diffuse wavy hair,” and “are sulfates bad for hair.” 

This visibility pulls in top-of-funnel organic traffic—consumers who may not yet be familiar with Olaplex but are actively searching for solutions. 

As a result, the blog acts as a powerful inbound marketing tool, drawing in curious searchers, educating them, and guiding them into the Olaplex product ecosystem.

Product pages are equally well-optimized. They’re clear, informative, and conversion-focused—highlighting product benefits, ingredients, usage instructions, and before-and-after images. 

Olaplex's well-optimized product page.

A built-in “recommended routine” section suggests complementary products, encouraging more adds to cart without the hard sell.

Olaplex product recommender

For returning customers, subscription options offer convenience and flexibility. Shoppers can subscribe to their favorite products right from the product page, choose delivery frequency, and manage their plan easily. 

Olaplex subscription system

Add to that real customer reviews, endorsements from top stylists like Jenna Perry and Naeemah LaFond, and a mobile-first design, and it’s clear why Olaplex’s site isn’t just a store—it’s a seamless, high-converting brand experience.

Takeaways

Olaplex’s rise to worldwide success can’t simply be  chalked up to having great products (though that’s a huge part of it). They’ve managed to build a brand that feels personal, professional, and perfectly in sync with its audience.

By balancing science-first messages with emotion-led storytelling, leaning into influencer partnerships, embracing internet culture with bold campaigns, and creating a seamless digital experience, Olaplex shows what modern beauty marketing looks like at its best.

The key lessons? Educate your audience. Build trust through community. Stay culturally relevant. And above all, design every touchpoint—from TikTok to checkout—with purpose.

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Anna Varga

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