The term “Olaplex products review” has been viewed 1.3 billion times on TikTok, which gives you some idea of how popular it is.
With a gold seal of approval from professionals, it’s no wonder that the brand has also seen wild success amongst consumers. Really, the proof is in the pudding. Try an Olaplex product – and use it consistently – and you’ll soon enjoy healthier lengths, fewer split ends and bouncier, shinier, more manageable hair. That’s because the technology within its formulas work to “re-link and rebuild the hair bonds” from the inside, out.
While the term “bond-building” is now used often in hair care, Olaplex has patented its technology. “A lot of brands have since come into the space, but they cannot have any bond building claims, because if they do, they infringe on our patent,” says Wong. “They work, consistently. If you don’t have consistent performance, then hairdressers and consumers will not be loyal to the brand.”
There have been bumps along the way, however. Earlier this year, there were headlines linking an ingredient within the formulas with fertility issues. After an independent experiment – where high dosages of the ingredient were given to male rats to eat – found that some suffered reproductive challenges, the EU regulatory body recommended in September 2021 that the ingredient was phased out of formulations by 1 March 2022.
“In September, we made the decision to start reformulating our products to be free of this ingredient and comply with EU regulatory standards,” explains Wong. “In Olaplex, lilial – which actually comes from the lily flower – is used as a non-active fragrance compound, plus our products are rinse-off and you don’t consume or inhale them, as in the study. There was so much misinformation online and on social media – what bothered us was that so many women were mentally impacted by it.
In keeping with the brand’s professional roots, there is also a new in-salon service, the Broad Spectrum Chelating Treatment, which you can try atin London. While it might sound daunting, the treatment is essentially an ultra-deep clean for the hair. It gets right down into the hair cortex to remove deposits of product build-up, oil, hard water minerals, chlorine, heavy metals, pollutants and everything else you can think of, while keeping hair soft, healthy and strong.
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