Olaplex's new technology for curly hair, which is in a curl gel as well as a salon treatment, is targeting concerns of curly hair types.
brand is debuting a salon treatment, and a complementary retail product, with its Bond Shaping Technology – a new innovation that focuses on curly, wavy and coily hair textures.
“Our history, and our future, are all about being pro-first. That’s the philosophy. The pros are our most powerful muse,” Baldwin said in an interview. “The brand’s destiny starts at its origins.”EXCLUSIVE: Influencer-founded Divi -- Which Plans to Be a $100 Million Hair Care Business by 2025 -- Enters Ulta Beauty at TargetThe 13 Best Dyson Airwrap Dupes That'll Make Your Hair Look Shiny and Expensive, Tested and Reviewed by Editors.
The in-salon treatment, called the Bond Shaper Curl Rebuilding Treatment, is a three-step service that incorporates bond-building technology to enhance curl definition, and it includes 23 amino acids, as well as peptides.’s website for $30, is dubbed the No. 10 Bond Shaper Curl Defining Gel, and boasts clinical backing, such as 72-hour frizz control, and improvements in both curl retention and frizz reduction by 52 percent and 85 percent, respectively.
“When we think about it from the stylist’s perspective, learning to treat curly hair and knowing how to handle it is a unique skill, and there’s an opportunity to broaden that skillset,” Baldwin continued. “There’s also a macro-movement and a lot of interest in embracing natural hair, and creating the best version of that. For us, ‘best’ means healthiest.”
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