Today, \u201cbond-building\u201d appears across dozens of haircare launches, often used as shorthand for strengthening or repairing hair. Olaplex\u2019s technology \u2014 which is patented \u2014 specifically relinks disulfide bonds inside the hair structure, while many competing products use the terminology more loosely.<\/p>\n
But Baldwin is clear that simply being first is not enough. \u201cIt\u2019s not good enough to say we\u2019re the original,\u201d she says. \u201cOur job is to lead the category.\u201d<\/p>\n
Part of that effort involves leaning back into the professional community \u2014 with stylists such as Halley Brisker, Jacob Schwartz, and Tracey Cunningham acting as key ambassadors to rebuild credibility in salons, drive stylist-led endorsement, and reassert the brand\u2019s professional roots. With research showing<\/a> that consumers are more likely to purchase from those they deem trustworthy, knowledgeable, or familiar, this seems a wise move.<\/p>\n \u201cMost people have a relationship with their hairstylist,\u201d Baldwin says. \u201cThere\u2019s a human connection that\u2019s really special \u2014 and we want to protect that relationship. We say, \u2018Protect the bonds that matter, both in the hair and in the chair.\u2019\u201d<\/p>\n This thinking is reflected in the brand\u2019s latest campaign featuring comedian Chloe Fineman \u2014 an Olaplex user whose colorist, Schwartz, is also an ambassador \u2014 which cleverly uses humor to make its science more accessible.<\/p>\n Chloe Fineman for the No.3 Plus Complete Repair Treatment campaign.<\/p>\n <\/span>Photo: Courtesy of Olaplex<\/span><\/div>\n<\/figure>\n The relaunch of Olaplex\u2019s No.3 treatment \u2014 now reformulated and rebranded as No.3Plus \u2014 reflects that broader strategy.<\/p>\n The product has long been one of the brand\u2019s most recognizable formulas, often credited with introducing consumers to the idea of at-home bond repair. It was also at the center of the lawsuit, though the ingredient in question had already been removed prior to the reformulation. Revisiting it, Baldwin says, was both a symbolic and practical decision.<\/p>\n \u201cIf you\u2019re an innovation-led company, your hero product is never finished,\u201d she says \u2014 a philosophy she carried over from Supergoop, where formulas were continually updated and improved. The new version builds on the original bond-repair technology while helping to protect against future damage \u2014 and now works in just three minutes, rather than the 10 minutes previously required.<\/p>\n<\/div>\n![\"Image](\"https:\/\/assets.vogue.com\/photos\/69bbe0da2d24bbc679a4a342\/master\/w_1600%2Cc_limit\/olaplex-ceo-vogueb-17526-inline-2.jpg\"\/)
<\/picture><\/span><\/div>\nThe return of a hero<\/strong><\/h2>\n