Henkel eyes Olaplex takeover as sales struggles mount
Key takeaways
- Henkel is reportedly considering acquiring Olaplex amid shifting market conditions.
- Olaplex continues to face sales and market pressure, with declining revenues and share price erosion since its IPO.
- The deal could provide Olaplex with financial stability and operational support.
Olaplex has reportedly received a takeover offer from German consumer goods company Henkel.
According to Bloomberg News, citing people familiar with the matter, a deal to acquire the hair care brand could come within weeks. However, a final decision has not been made, and talks could still fall through.
Following the announcement, Olaplex shares jumped 20% in afternoon trading. The brand’s stock has fallen approximately 94% since its market debut in September 2021.
At the time of this publication, Olaplex has a market cap of approximately US$961 million, according to MarketScreener. Private equity firm Advent is Olaplex’s largest shareholder, holding about 75% of the company, according to LSEG-compiled data.
Henkel’s potential acquisition of Olaplex signals interest in the hair care company, strengthening its portfolio. Henkel’s hair care brands include Schwarzkopf and Got2b.
Financial pressure
Founded in 2014, Olaplex offers science-driven solutions designed to repair damaged hair. Its products include shampoos, conditioners, treatments, and oils.
Over the years, Olaplex gained traction among professional stylists before expanding into direct-to-consumer and specialty retail channels. However, despite its early momentum and brand recognition, Olaplex has faced financial challenges.
In the third quarter of 2025, Olaplex reported net sales of US$114.6 million, representing a 3.8% decline compared to the same period in 2024. In the third quarter of 2024, the brand also experienced a 3.6% decline in net sales compared to the same period in 2023. The results show a year-after-year slowdown.
Henkel may add Olaplex into its portfolio of hair care offerings.
The recent fiscal downturn has prompted Olaplex to attempt to salvage its sales performance. Still, cautious consumer spending and an influx of competition in the hair care market have hurt its financials.
Spate recently reported that legacy brands, such as Olaplex, lost ground in online search volume, being outperformed by newer viral industry players.
Targeted refresh
Last year, Olaplex revealed a refreshed brand identity to reconnect with its core demographics — consumers and stylists. The hair care brand stated that the new look aimed to bring its values to the forefront with “dynamic visuals, an elevated digital presence, and a continued commitment to the synergy of science and style within the personal care sector.”
“We want those two sides (stylists and shoppers) of our brand to come forward in our visual identity. We believe that it’s a true expression of our confidence in our heritage, our bold approach to innovation, and our passion for the creativity of the professional community,” said Amanda Baldwin, CEO of Olaplex, at the time.
To coincide with the rebrand, the hair care brand released No.0.5 Scalp Longevity Treatment, a targeted serum that promotes scalp and hair health from root to tip.
Later, in August, Olaplex completed its first acquisition with Purvala Bioscience. The deal’s primary purpose was to support R&D capabilities and biotech-driven product development.
