Olaplex Expands with Silicone-Free Hair Serum

Olaplex is launching its ninth SKU next week. No. 9 Bond Protector Nourishing Hair Serum is silicone-free and costs $28. It will be available at www.olaplex.com and at www.Sephora.com.

The good times keep rolling for the company. Last year, Olaplex’s sales more than doubled to $598.4 million. In 2022, the company expects sales to climb somewhere between $796 and $826 million, helped by international expansion through Sephora partnerships and European professional business.

In an earnings call, CEO JuE Wong noted that Olaplex maintains a tight product lineup; a trend that will continue even as sales surge.

“We don’t want SKU proliferation, we want SKU innovation,” she said.

Other formulas in the Olaplex lineup include No. 4 Bond Maintenance Shampoo and its best-selling No. 3 Hair Perfector, a weekly at-home treatment.