Olaplex is the brand that single-handedly created the bond-building hair category with its proprietary active ingredient bis-aminopropyl diglycol dimaleate that protects and repairs hair. But JuE Wong, CEO at Olaplex, never loses sight of the role of the nearly 500,000 hairstylists and beauty professionals in the US in their success, "The hair community is the backbone of Olaplex, and they were the community that gave us our start."
Glossy reported in February that the professional sales channel accounts for nearly 60% of Olaplex's overall sales, while DTC accounts for 25% and retail represents approximately 15%. Despite the challenges of the professional channel during COVID-19, the brand's overall year-over-year sales doubled in 2020. According to WWD, Olaplex earned $100 million in 2019 sales and is valued at $1 billion.
The brand is always looking for ways to support the professional community and launched its first-ever Olaplex Pro Artist Awards to celebrate hair professionals. The awards are open to cosmetologists, barbers, and students of the USA and Canada (excluding Quebec).
The awards have seven categories:
Olaplex Brand Ambassadors Justin Anderson, Guy Tang, Christin Brown, Chad Kenyon, Bianca Hillier, and Tracey Cunningham will review all entries and whittle entries down to five finalists in each category.
Winners in each category will receive a trip to a special event in Los Angeles with the Olaplex ambassadors.
Olaplex has the reach that can drive awareness to the incredible talent in the hairdressing community. The first-ever Olaplex Pro Artist Awards are designed to provide the Hair Professional community a platform to showcase their artistry and creativity," Wong said of the event. "Many of us lean in heavily on our hair professionals to make us look as beautiful on the outside as we feel on the inside. These awards allow Olaplex to leverage our influence to stand with the hairdresser community who stand by us.
