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Library/Product/Olaplex
Grade A22 sourcesHIS-01328

Olaplex

Product · 2014 · Niche

22Editable slideCertificate

A salon bond builder made an estimated $10 million in launch-year North American sales.

Olaplex No.3 beside Oladupé, its 2023 relabelled twin
Olaplex
Olaplex No.3PLUS, the 2026 successor to No.3
Olaplex
Olaplex bottles in a salon
Into The Gloss
Olaplex No.2 and No.3 bottles
Lab Muffin Beauty Science

Spread Score

How it works
Reach0Contagion10Breadth80Velocity24Longevity022

Numbers

Brand-reported hashtag uses across social platforms
12.9M
As of Dec 31, 2021 · Self-reported · Olaplex / SEC
Milestone date
Sep 30 ’21
Jun 2014 to Sep 30 ’21
Platforms
5
Started on Open web
Leverage
28×
$704.3M on $24.9M media spend

Mechanics

  • Platform jumpPrimary
  • Dupe economy
  • Controversy

How it spread

Trace the origin

Olaplex launched online in 2014 and spread through stylists' Instagram posts. TikTok coverage and an IPO followed in 2021. Paid challenges followed in 2022; disputed hair-loss claims brought litigation in 2023.

Documented milestone; not a measured attention peak. Dates use the stated precision; chart positions are date anchors.

Wikipedia viewsJan ’14AugSep ’15Oct ’17May ’19Jun ’20Oct ’21Jul ’22May ’23OctJan ’25Sep ’26MilestoneOpen webInstagramRetailPressTikTok
Open webInstagramRetailPressTikTok

13 more events on this chart

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Timeline (16)

  1. June 2014

    Olaplex seed · Jun 2014

    Olaplex launched its hair treatments through its website.[1]

    Open the first post ↗

  2. October 2014

    Tracey Cunningham and Aura Friedman platform jump · Oct 2014

    Into The Gloss reported stylists' Instagram endorsements as Olaplex's main source of publicity.[2]

    Olaplex bottles in a salon

  3. November 2014

    SalonCentric platform jump · By end of Nov 2014

    By November, SalonCentric had put Olaplex on US shelves.[3]

  1. commercial · 2018

  2. backlash · Aug 6 ’19

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Why it worked

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  1. 1
  2. 2
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Origin
Mixed
Sector
Beauty & personal care
Region
US
Brand-reported hashtag uses across social platforms
12.9M
As of Dec 31, 2021 · Self-reported · Olaplex / SEC
Evidence
Grade A

Spread the same way

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How the next thing spread, the week it does.