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New distribution deals with Sephora, Ulta Beauty and Douglas will provide a boost.
March 11, 2022
By: TOM BRANNA
Editor
No hair care company is on a roll like Olaplex. Sales doubled to nearly $600 million last year. Now, company executives predict sales in the $796-$826 million range for 2022. To get there, the hair-strengthening company is strengthening its retail distribution. Earlier this year, Olaplex entered Ulta Beauty after 2021 salon distribution at Ulta salons. At Sephora, Olaplex will expand from 200 Sephora at Kohl’s locations to 650 in 2022 and grow its store count in Europe from 400 to 800 doors. With Douglas in Germany, where the brand had been sold online, Olaplex will launch in its first 100 retail doors. During an earnings call, CEO JuE Wong addressed lilial, a fragrance ingredient that's been banned in the European Union. Olaplex No. 3 Bond Smoothing Treatment contained lilial, but it has been phased out of products; although the company acknowledged that some products that contain the ingredient may still be on store shelves. At the same time, the company remains embroiled in a lawsuit with L'Oréal.
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