Olaplex Enters Hair Spray Category

Olaplex wants to make its mark on the hairstyling category with Shape Set, a just-launched spray that officials contend delivers on performance and hair integrity without the stiffness, crunch or dryness that’s often accompanied by traditional formulas.

The launch comes a little over one month since Henkel completed its $1.4 billion acquisition of the publicly traded haircare company that built its reputation as a leader in bond-building technology. Olaplex recorded sales of approximately $430 million last year, according to Henkel officials.

According to Lavinia Popescu, chief scientist and research officer, at Olaplex  “most hairsprays sit on the hair and set it like glue. That’s what we aimed to change when we were developing Shape Set.”

What makes Shape Set unique, according to Popescu, is Olaplex’s proprietary Bond Set Technology which ensures the peptides can penetrate and strengthen hair structure.

“The Bond Set technology is similar to our patented Bond Builder technology in that it strengthens the hair by relinking broken disulfide bonds in the cortex. The primary difference is that Bond Set can relink multiple bonds, which leads to supporting the hair’s natural shape,” Popescu told Happi.

“The encapsulation allows our peptide to be deposited on the hair cuticle while the hair spray sets. Once the encapsulation breaks, the peptide can then penetrate the cuticle and cortex allowing it to relink broken disulfide bonds leading to stronger/healthier hair while enhancing the shape,” she added.

The formulation has moisture-replenishing actives and high-reflective index glassing agents said to infuse strands with weightless nourishment, hydration and shine, according to the brand. In addition, high-performance polymers and plant-based extracts provide frizz control and hold, protecting hair integrity during and after styling with 450°F heat and UV protection.

Olaplex said the spray offers 96 hours of hold and frizz control. The brand also cited testing that shows that it strengthens hair and reduces breakage by 60% after one use, reduces frizz by 53% on initial application and increases shine by 95%.

Packaging & Delivery

Shape Set is housed in a canister with a fine-mist aerosol actuator, which officials said delivers an even “lightweight veil of product across the hair for effortless, controlled application.”

According to Popescu, the delivery system helps ensure consistent distribution from roots to ends without oversaturating the hair, supporting the formula’s ability to smooth flyaways, tame frizz and create a sleek finish while maintaining natural movement.

“The precision spray also enhances the overall user experience, making it easy to layer or target specific areas for a polished look without buildup,” she added.

Chloe Fineman Returns as ‘Chief Hair Officer‘

Timed with the launch, Olaplex is kicking off the “Re-Shape the Rules” campaign with Chloe Fineman. The actress and comedian is reprising her role as the brand’s chief hair officer.

Fineman was first brought in as “CHO” for the launch of No.3PLUS.