Olaplex may be royalty in the bond-builders market, but that isn’t stopping other companies from trying to claim its throne.
The brand, which introduced the world to bond builders in 2014, is today on the verge of going public, with the initial stock offering projected to potentially raise $1.23 billion. In 2020, Olaplex was the only brand among the top 10 to register an increase — it was up double digits for the year — and had the distinction of being the sole brand to not post a decline. Olaplex was also one of only a handful of companies in 2020 to show increases across every channel.
Equally as impressive, Olaplex currently owns the first five slots on the list of top-10 bond-builder products, by revenue, according to the latest edition of Kline PRO U.S. In addition, notes Paula Gottdiner of Kline’s consumer practice, “It’s parked in the first six slots on our list of top-10 products that are ‘movers and shakers.’”
So which brands are banging on the castle door and hoping to snatch Olaplex’s crown? Here’s a rundown on them:
With its Acidic Bonding Concentrate Shampoo for Damaged Hair and its matching conditioner, Redken is currently ranked first and second on the list of top-10 new bond-builder products, with Olaplex looking on from the third and fourth spots. Redken is also breathing down Olaplex’s neck on the list of top-10 bond-builder products.
Launched in February 2021, the new Concentrate line is formulated with citric acid, a natural alpha hydroxy acid that strengthens the weakened bonds of hair and improves the strength and resilience of damaged tresses. The brand claims that its pH-balancing formula protects against the negative effects of hair coloring, styling tools, and even water.
This brand butts up against Olaplex on the list of top-10 bond-repair products that are movers, holding the two spots right after Olaplex with The Kure shampoo and The Kure conditioner. Meanwhile, amika:’s Kure Multi-Task Repair Treatment mask made it to the list of top-10 new items.
The Kure line is vegan and formulated with mango butter, shea butter, borage oil, and sea buckthorn. It’s also cruelty-free and doesn’t contain sulfates, parabens, sodium chloride, phthalates, mineral oil, petrolatum, MIT/MCIT, nanoparticles, or artificial colors.
Bumble and bumble holds the immediate five slots after Olaplex on the list of top-10 new bond-repair products. Its Bb.Bond-Building Repair conditioner, shampoo, styling cream, treatment, and product trio are ranked fifth through ninth.
BB’s bond-building line — which claims to deeply repair hair from heat, chemicals, and physical damage from the inside out — includes ingredients like avocado oil and tocopherol (antioxidants); lactic acid and tartaric acid (exfoliants); glycerin and squalene (skin-identical ingredients); and honey (a natural soother and moisturizer). Products are free of sulfate cleansers and provide protection from the sun.
With its Ionic Bonding Spray, Brazilian Blowout also finds itself among the top-10 winners for both best-selling products and best movers.
The brand’s color-safe, residue-free protective system is specifically formulated to effectively seal the cuticle, optimizing the longevity of a Brazilian Blowout smoothing treatment. It is enriched with dual-phase technology that fortifies weakened fibers with amino acids while helping prevent treatment loss by surrounding strands with a hydrophobic barrier. The product also helps reduce blow-drying time, in addition to preventing frizz and protecting against heat and environmental damage.
Stay tuned to see which other brands find themselves among the elite group sharing a top-10 spot with Olaplex courtesy of the Kline PRO Retail Products and Services Database.
About this blog:
The Bond-Builder Wars: Who’s Coming for Olaplex’s Crown? features insights from Paula Gottdiner, Project Manager for Kline PRO, our powerful product-level resource for the salon industry based on transactional data.
Gottdiner has 25 years of experience in consumer product sales and research; prior to joining Kline, she held positions at Kimberly-Clark and Scott Paper. She received her BS from the University of Kentucky.
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