Eric Pressly is no stranger to revolutionizing the beauty industry. As a chemist and materials scientist, he was instrumental in co-developing the original bond-building technology behind Olaplex, a brand that has transformed professional haircare. In 2024, the company announced the launch of its new patented "Olaplex Bond Shaping Technology," in order to support its customers with curly hair and all types of hair textures. The Bond Market, according to Research and Markets, was valued at $141.34 trillion in 2024, and is expected to reach $166.81 trillion by 2030, rising by a CAGR of 2.80%.
However, while Olaplex ushered in a new era of hair repair, Pressly saw an opportunity to push the science even further. That vision materialized in Epres, a haircare brand he founded in 2022, which takes molecular repair to the next level and uses an advanced liquid diffusion system that continues to work even after the product has dried.
Now, Pressly is extending his influence beyond hair with ePhD, a new brand set to disrupt the nail care industry, using his patented Biodiffusion Technology. Much like Epres, ePhD is built on the idea that true repair must go beyond surface-level solutions, addressing structural weaknesses at their molecular level. With these two brands, Pressly is crafting a new blueprint for science-driven beauty, merging high-performance formulations with effortless application.
How Epres Is Changing the Bond-Building Category
Unlike many beauty founders who have largely emerged from marketing or retail backgrounds, Pressly’s expertise lies in chemistry and material science. With a PhD in materials from UC Santa Barbara, Pressly spent years studying the molecular interactions that impact the strength and resilience of keratin-based structures, including hair and nails.
This scientific background has allowed him to take a radically different approach to product development—one that prioritizes long-term results over cosmetic quick fixes. “We’re taking everything we’ve learned about bond-building and applying it in ways that make products simpler to use and more effective at the same time,” Pressly said to BeautyMatter. “Consumers shouldn’t have to choose between convenience and performance.”
This philosophy is what drives Epres. While many bond-building treatments require multiple steps or are designed for professional salons, Epres simplifies the process. For starters, the brand’s signature Bond Repair Treatment Kit is a waterless concentrate that, when mixed with water and sprayed onto the hair, penetrates deep into the cortex, repairing damage and reinforcing keratin structure.
Unlike many traditional treatments, Epres continues to work long after it’s applied. “We designed it to keep repairing over time. It’s not just a one-and-done treatment—it’s constantly improving hair health,” Pressly explained.
The science behind bond-building technology isn’t new. Since Olaplex’s launch, dozens of brands have introduced their own versions of bond-repair systems. But according to Pressly, many of these solutions rely on complex, multi-step regimens that can be difficult for consumers and professionals to integrate into their routines. “I wanted to develop something that performed better but required less effort,” he said.
Epres distinguishes itself in several key ways, including its single-step, acid-free formula. “Unlike many bond-builders that alter pH levels, potentially interfering with color processing or chemical treatments, Epres works without disrupting the natural balance of the hair,” Pressly explained. Then, there is the continuous repair mechanism, which is essentially Epres’ active ingredients that remain in the hair and provide ongoing structural support, even after being rinsed out and dried.
There is also the professional and consumer accessibility key identifier. Many high-performance hair repair systems are limited to salons, but Epres offers at-home users access to the same technology, ensuring broader market reach. “We’re thinking about longevity here,” Pressly said. “We ask ourselves, ‘how do we create something that has a lasting impact rather than just an immediate cosmetic benefit?’” he added.
That long-term thinking extends to how Epres positions itself in the market. Instead of aggressively launching multiple products at once, Pressly takes a measured approach, ensuring that every formula is perfected before it reaches consumers. “There’s a tendency in beauty to keep expanding the product line just for the sake of growth,” he said. “However, we’re taking a different approach—focusing on what truly works before we introduce anything new.”
Beyond Hair: The Birth of ePhD
While Epres is already carving out a distinct space in haircare, Pressly has set his sights on another overlooked category—nail health. His new venture and brand, ePhD, which launched early this year, applies the same scientific rigor to nail repair that Epres brought to hair, offering a breakthrough solution for strengthening and protecting nails. “People don’t always think of nails the same way as hair, but they’re both made of keratin,” he explained. “Yet, the way we care for them hasn’t evolved in decades.”
ePhD aims to transform nail treatments and care market, which was valued at $23.6 billion in 2024, by moving beyond temporary hardeners and focusing on true structural repair. Pressly and his team have developed a formula that penetrates deep into the nail plate, reinforcing keratin bonds from within, rather than simply coating the surface. “The problem with most nail-strengthening treatments is that they just sit on top,” Pressly explained. “They might make the nail feel stronger temporarily, but they don’t actually fix the underlying issues.”
Pressly explained that this new venture is designed to change that by offering a molecular repair system that rebuilds damaged nail structure rather than just adding an artificial hardening layer; providing a lightweight, breathable formula that doesn’t suffocate the nail bed; and creating a long-term strengthening effect that ensures nails remain resilient even after the product is discontinued. With the nail care market experiencing growing demand, whether for cultural reasons or for more effective, science-backed solutions, ePhD has the potential to become a category-defining brand.
The Competitive Landscape and Future Growth
The beauty industry has never been more competitive. With the rise of science-backed brands and biotech-driven formulations, standing out requires more than just good marketing. It demands true innovation. Pressly’s approach combines groundbreaking technology with user-friendly application methods, setting his brands apart from the competition.
For Epres, the challenge lies in differentiating itself from the dozens of bond-building treatments that have emerged in recent years. While some brands rely on aggressive influencer marketing or luxury positioning, Epres is focused on performance and professional credibility. “There’s a lot of noise in the industry right now,” Pressly acknowledged. “We’re cutting through that by letting the science speak for itself,” he said.
With ePhD, the challenge is different. The nail care market, while growing, hasn’t seen the same level of technological disruption as haircare. This presents an opportunity for Pressly to establish a leadership position early on. “We’re not just competing—we’re redefining what’s possible,” he added.
This commitment to innovation is what made Epres a standout in the bond-building space and why ePhD is poised to disrupt nail care in the same way. In an industry that often prioritizes marketing over real performance, Pressly is proving that true innovation still has a place. “I’ve never been interested in just making another product,” he said. “I want to create things that actually move the industry forward.”
Looking ahead, both brands have strong expansion plans. Epres has already made international inroads, launching in multiple global markets, while ePhD is gearing up for its potential growth since its debut. The self-funded and primarily DTC brand with an expected revenue range of $20 million to $30 million, and with retail partnerships with Goop, Amazon, and professional salons, is distributed across the United States, Canada, European Union, United Kingdom, Australia, New Zealand, and select countries in Asia.
Pressly has also hinted that future innovations will continue to blend high-tech beauty with practical, real-world usability. With Epres reshaping haircare and ePhD set to revolutionize nails, Pressly isn’t just launching brands, he’s setting new benchmarks for what science-driven beauty can achieve.
