Overview
- The updated formula adds a Damage Defense Cationic Complex and will replace the original No.3 across existing retail and salon distribution.
- Olaplex frames the move as a response to intensified competition and copycat products that tempered its prior growth.
- The brand emphasizes noticeable improvements after one use and cites selling a bottle of No.3 every six seconds as evidence of sustained demand.
- A new campaign titled “Science Never Looked So Good” features chief hair officer Chloe Fineman to make the science more accessible.
- The relaunch introduces a salon back-bar size and expanded education, and the brand says the treatment now works in three minutes with clinical results after a single use.