Articles

Acquiring the World's First Patent Technology! Exploring the Unique Technology of the Hair Care Brand "Olaplex"

2024.12.15

"Olaplex" is a plex-based hair care brand that originated in the United States. Plex-based products refer to those designed to mitigate damage caused by bleaching and coloring. This brand is the pioneer of plex products, and its technology has been recognized as the world’s first patented technology.

How did this widely recognized technology come to be? We spoke with Mitsuki Mizutani, who is in charge of PR for Olaplex in Japan, about its origins and product features.

PROFILE

Mitsuki Mizutani

Olaplex Product Manager

Since her student days, she has been drawn to the idea of changing her hair color and style to discover a new version of herself, which led to her desire to be someone who could assist hairstylists. She joined a comprehensive beauty trading company right after graduation.
A year before Olaplex launched in Japan, she was assigned to the marketing planning department, where she has been involved in various aspects of Olaplex for over seven years, including marketing, internal and external sales, salon study sessions, and PR activities.

Developed by 2 Medical Scientists in a Garage

Can you tell us about the founding of Olaplex?

Olaplex was born in California, USA, in 2014. The research team involved in its development included Dr. Craig Hawker and Dr. Eric Pressly, who were part of a high-level team that would eventually earn a Nobel Prize in Chemistry.

Although neither had a background in the hair care industry, they began their research into hair care upon being consulted by Dean Christal, the founder of Olaplex, about hair damage care.

Because it was developed by scientists from the medical field, they were able to create groundbreaking products with insights that had never existed in the hair care industry before. I’ve heard that they developed their ideas in a simple garage, rather than a fully-equipped research facility.

When did it land in Japan, and what was the initial reaction?

At the time, hair care focused primarily on "nourishing the hair," and there were almost no plex-type products that "strengthened hair structure." For hairstylists, these products were unfamiliar, and since the effects of the ingredients were not visible, many were skeptical despite explanations about the products.

However, the high performance of the products often won over those who tried them. Word of mouth began spreading among hairstylists, and acceptance gradually grew.

The brand began gaining support from the general public when a well-known figure introduced it as their favorite on their YouTube channel. It gradually became recognized as a brand used by admired individuals and endorsed by hairstylists.

Was the product lineup rich from the beginning?

Initially, they primarily offered products for salon use, with only a single home care product, a "pre-treatment" used before shampooing. The shampoo and conditioner launched around 2020. Since then, the lineup has increased by one or two products each year, totaling approximately 13 items today.

The most popular product in Japan is the "Nº.6 BOND SMOOTHER®," a cream-type leave-in treatment. Many people in Japan likely associate Olaplex with this packaging.

The most popular home care product: "Nº.6 BOND SMOOTHER®"

Establishing a Foundation for Healthy & Resilient Hair

What are the characteristics of Olaplex products?

Olaplex features a world-first patented technology called "Bond Science Technology." This technology is based on "Bis-Aminopropyl Diglycol Dimaleate" (hereafter referred to as Dimaleate).

Dimaleate acts like an adhesive, binding the amino acids present in the hair. Healthy hair is maintained by the binding of numerous amino acids, but factors like perming and bleaching agents, heat from hair dryers, and friction can break these bonds.

When amino acid bonds break, it leads to oxidation, producing a damaging substance called cysteic acid, which causes split ends, breakage, and dryness. Therefore, before this oxidation can occur, Dimaleate promotes the binding of amino acids, helping to restore the hair to a healthier state.

For example, it can be challenging to construct a tall building using only wood. However, if you create a strong framework with steel, you can construct high-rise buildings or architecturally striking structures. The same principle applies to hair; without a solid foundation, no matter how much nourishment you provide, it will just wash away.

Olaplex develops products under the philosophy of "Establishing a Foundation for Healthy and Resilient Hair."

An image illustrating Dimaleate's amino acid binding

It’s about preventing the causes of damage.

Amino acid bonds are continuously subjected to various stimuli, causing them to break. If left unattended, they will oxidize more and more. However, with current technology, it is impossible to revert oxidized hair to its original state. It’s crucial to care for your hair daily before oxidation occurs.

By continuing care, the hair becomes stronger, so it is recommended to engage in both salon treatments and home care. This product is generally easy to use for all hair types, but those with extremely damaged hair have reported experiencing changes like, "I've become less susceptible to damage from bleaching" or "My hair looks much healthier now."

Aiming to Be Known as "Olaplex for Damage Care"

Do you have any memorable feedback from customers?

From hairstylists, we've received comments like, "Clients have said the results are better than ever before" and "I've been able to sell more retail products."

There are salons that use exclusive products to reduce damage during treatments and have reported an increase in repeat rates for those high-value services. This is a positive development for salons, as it increases the average customer spend, and I am delighted that it contributes not only to the customers but also to the business.

What's your outlook for the future?

I want to nurture the brand into one that everyone recognizes as "Olaplex for Damage Care."

Currently, the general public's awareness is still low, so we are focusing on communication through Instagram. We are actively running giveaway campaigns, so if you are interested, please take a look.

For those who feel that their current hair care isn't fitting well or are overwhelmed by the many brands available, I encourage you to try Olaplex products. They can be purchased at salons that carry Olaplex or authorized e-commerce shops.

If you're uncertain about which product to choose, I recommend starting with the set of "No.4 Bond Maintenance Shampoo" and "No.5 Bond Maintenance Conditioner" or trying "No.6 Bond Smoother." I'm confident you'll love them.

Text by Rika Okuyama