Henkel to acquire prestige hair care brand Olaplex for US$1.4B
Key takeaways
- Henkel is acquiring Olaplex for US$1.4 billion, aiming to expand its premium hair care portfolio.
- Olaplex faces revenue challenges but could benefit from Henkel’s global scale and innovation capabilities.
- Olaplex’s growth potential will be enhanced through Henkel’s international footprint and operational support.
Henkel will take over prestige hair care brand Olaplex for a total transaction value of US$1.4 billion.
The consumer goods giant’s offer price of US$2.06 per share is approximately 55% over the brand’s closing stock price as of Wednesday. However, at its initial public offering in September 2021, Olaplex’s shares were valued at US$21.00, suggesting a valuation of approximately US$14–16 billion.
Personal Care Insights initially reported on the rumoured deal in January. Following the talks, Olaplex shares jumped 20% in afternoon trading on January 7. The uptick was a turnaround from the hair care brand’s stock, which has fallen approximately 94% since its market debut.
Now, Olaplex will no longer be listed on Nasdaq, and Advent International will fully exit its investment in the company at close.
Henkel targets premium hair care
Henkel describes Olaplex as a science‑led, premium brand active across professional, specialty retail, and e‑commerce channels. The German multinational company says the hair care brand’s products complement and broaden its offerings.
Olaplex is said to have a “balanced” global footprint, anchored by broad distribution in North America. The deal aims to unlock new avenues for innovation through technology, expanded capabilities, and accelerated product development.
Olaplex looks to future growth with Henkel’s global reach.
The business has faced declining revenue growth and pressure from larger beauty players and newbie science‑based brands. Henkel’s acquisition could provide the operational support and global scale to help Olaplex grow beyond its core US professional consumer base.
The premium hair care brand says the deal will leverage Henkel’s international footprint, leading to expanded international reach.
Henkel says the acquisition is part of its “purposeful growth agenda.” The Olaplex acquisition expands its hair care as a core category within its Consumer Brands business.
Earlier this month, Henkel made another deal in hair care by agreeing to buy Not Your Mother’s. The move sought to boost the chemical company’s US hair care portfolio. The two-deal combination reflects a focus from Henkel on its global hair care footprint.
“The planned acquisition of Olaplex is fully in line with Henkel’s strategy to expand its portfolio through compelling, value-adding M&A activities,” says Henkel CEO Carsten Knobel. “This transaction allows us to expand our presence in premium hair care. The brand creates compelling opportunities for future growth and innovation.”
The transaction was unanimously approved by Olaplex’s Board of Directors. Advent, Olaplex’s controlling shareholder, has entered into a written consent, undertaking to approve the transaction. The acquisition is subject to customary closing conditions, including regulatory approvals.
Olaplex’s financial downturn
In fiscal year 2025, Olaplex generated about €370 million (US$426 million) in sales, about the same as the previous year. However, 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. 
Olaplex’s premium hair care products complement Henkel’s portfolio.
The recent fiscal downturn prompted Olaplex to attempt to salvage its sales performance. Last year, it 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.
To coincide with the rebrand, Olaplex released No.0.5 Scalp Longevity Treatment, a targeted serum that promotes scalp and hair health from root to tip.
Amanda Baldwin, CEO of Olaplex, says about the new Henkel deal: “This step is a testament to the momentum we’ve achieved in our transformation and the significant opportunities ahead for Olaplex to continue shaping the future of hair health and pursue long-term growth. I look forward to accelerating our product innovation, expanding our reach, and continuing to deliver results for our partners and customers around the world as part of the Henkel platform.”
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.
