Henkel AG & Co. KGaA announced it will acquire Olaplex Holdings, Inc. for $1.4 billion in cash, valuing the company at $2.06 per share. The offer represents a 55% premium to Olaplex’s March 25 closing price and a 45% premium to its 30‑day volume‑weighted average price. The deal was approved by Olaplex’s board of directors, with controlling shareholder Advent International consenting to the transaction. Closing is expected in the second half of 2026, after which Olaplex will delist from Nasdaq and become a standalone brand within Henkel’s professional hair‑care portfolio.
Henkel’s acquisition aligns with its “purposeful growth agenda” and its strategy to expand its premium hair‑care business. The company will add Olaplex’s science‑led bond‑building technology to its existing portfolio that includes Schwarzkopf, got2b, and LIVE, and will broaden its direct‑to‑consumer and specialty‑retail presence in North America. Henkel recently acquired Not Your Mother’s to strengthen its North American footprint, making the Olaplex deal a natural extension of that strategy.
Olaplex has faced declining sales and profitability in recent periods. In Q4 2025 the company reported a net loss of $13.1 million, a 217.7% drop from the prior quarter, and revenue fell 8.3% QoQ. In Q4 2023 net sales were down 35% YoY. Competition, shifting consumer sentiment, a class‑action lawsuit, and viral TikTok videos alleging hair loss have all weighed on the brand. Olaplex launched its “Bonds and Beyond” strategy to shift focus from treating damage to foundational hair health, emphasizing demand generation, innovation, and execution.
The market reacted strongly to the announcement, with Olaplex shares surging 48–51% in pre‑market trading. The premium offered by Henkel was identified as the primary driver of the surge, as investors welcomed the substantial upside and the strategic fit between the two companies.
Carsten Knobel, Henkel CEO, said the acquisition “is fully in line with Henkel’s strategy to expand our portfolio through compelling, value‑adding M&A activities. This transaction allows us to expand our presence in premium hair care. The brand creates compelling opportunities for future growth and innovation.” Wolfgang König, Henkel’s Executive VP for Consumer Brands, added that “Olaplex is a perfect strategic fit for our premium hair care business. Its strong scientific foundation, guided by professionals, combined with a robust presence across premium channels makes it highly complementary to our existing portfolio and we see meaningful opportunities to accelerate innovation.” Amanda Baldwin, Olaplex CEO, noted that “Today marks an exciting next chapter for Olaplex. From our roots in the professional community to becoming one of the most trusted science‑led brands in hair treatment, our journey has always been fuelled by innovation, and a deep commitment to stylists and consumers. This step is a testament to the momentum we have achieved in our transformation and the significant opportunities ahead for Olaplex to continue shaping the future of hair health and pursue long‑term growth.” She also added, “I… look forward to accelerating our product innovation, expanding our reach, and continuing to deliver results for our pro partners and customers around the world as part of the Henkel platform.” John Bilbrey, Olaplex’s Executive Chair, said, “Olaplex’s growth reflects the strength of its science‑led approach, its brand and the dedication of its team. We are proud to have supported Amanda and the entire Olaplex team as they drove brand momentum, scaled innovation and advanced significant operational transformation. We look forward to the opportunities ahead under Henkel’s stewardship.”
The acquisition provides a full exit for Advent International, Olaplex’s controlling shareholder, and positions the brand for accelerated growth under Henkel’s global platform. For Henkel, the deal adds a high‑profile science‑led brand to its portfolio, expands its direct‑to‑consumer and specialty‑retail reach, and strengthens its presence in the premium beauty segment. The transaction reflects a broader consolidation trend in the prestige beauty sector, as independent brands seek scale and larger players look to acquire differentiated science‑backed products.
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