Overview
- Olaplex is replacing its original No.3 with the No.3Plus Complete Repair Treatment across existing distribution, adding a new Damage Defense Cationic Complex.
- No.3Plus shifts to a three-minute, in-shower pre-shampoo application, a major change from the original longer leave-on routine.
- The brand says clinical testing shows hair becomes three times stronger, softer and healthier-looking after one use, with independent verification beyond early media tests still limited.
- Early editorial try-ons, including Cosmopolitan editors and a review from the Independent, reported noticeable softness, shine and easier styling after a single use.
- A new campaign fronted by Chloe Fineman and endorsements from celebrity colorist Tracey Cunningham accompany the rollout, alongside a first-time back-bar size and expanded stylist education.