OLAPLEX launches Shape Set hairspray with bond repair technology. OLAPLEX enters the styling category with Shape Set(TM) Hairspray, a new formula that combines flexible hold, frizz control and hair repair technology. August 26, 2026 - Toronto, ON - OLAPLEX is expanding into styling with the launch of Shape Set(TM) Hairspray. The new hairspray combines flexible hold with the brand's approach to hair repair. OLAPLEX created Shape Set(TM) to tackle a common styling challenge. Many hairsprays provide strong hold but can leave hair feeling stiff or crunchy. Shape Set(TM) aims to provide lasting control while keeping hair touchable and flexible. The formula delivers up to 96 hours of hold and frizz control. It also provides 450°F heat protection. According to OLAPLEX, Shape Set(TM) reduced breakage by 60% after one use in testing. In consumer testing, 97% of participants said their hair felt touchable after use. OLAPLEX brings repair technology to styling. Shape Set(TM) features Bond Set(TM) Technology, which forms the centre of the new formula. The technology uses an encapsulated peptide to help strengthen hair from within. The formula also contains Flexi-Hold Polymers. These polymers create a flexible network around each strand. This helps hair maintain its shape without creating a rigid finish. Moisture-replenishing ingredients support hydration. Glossing agents also help enhance shine. The formula provides heat and UV protection during styling. Together, these ingredients give Shape Set(TM) a different approach to traditional hairspray. The formula focuses on both styling performance and hair health. "Most hairsprays have historically required some kind of compromise," said Amanda Baldwin, CEO of OLAPLEX. "Shape Set(TM) is about eliminating that tradeoff." Baldwin added that everyday styling can also contribute to hair damage. She said OLAPLEX sees repair technology as a natural addition to daily styling routines. Flexible hold without the crunch. Shape Set(TM) offers buildable hold for different styling needs. Users can apply additional layers when they want more control. The fine mist dries quickly and leaves a brushable finish. Hair can also be reshaped without adding the traditional stiff feel of hairspray. This approach also targets professional stylists. OLAPLEX developed the formula with salon styling needs in mind while keeping everyday use at the centre of the product. Lavinia Popescu, Chief Science and Innovation Officer at OLAPLEX, explained that the formula works on two levels. "Bond Set(TM) Technology works within the hair to strengthen its internal structure," Popescu said. "Flexi-Hold Polymers create a flexible network around the strand." The combination helps hair maintain its shape while preserving movement and touchability. Celebrity hairstylist and OLAPLEX Global Ambassador Vernon François also highlighted the product's flexible finish. "For me, great styling has never been about forcing hair into place," François said. "It's about working with the hair and giving it the support to hold the shape you've created." Shape Set hairspray stars in new OLAPLEX campaign. OLAPLEX will feature Shape Set(TM) in the latest installment of its "Science Never Looked So Good" campaign. Actress and comedian Chloe Fineman returns as the brand's Chief Hair Officer. In the new campaign, Fineman puts the hairspray's styling performance to the test. The campaign combines OLAPLEX's hair science with Fineman's signature humour. It also introduces the brand's latest move into performance styling. Made for different hair types. OLAPLEX designed Shape Set(TM) for all hair types, textures and colours. The formula is vegan and colour-safe. It also offers protection against heat and UV exposure. OLAPLEX positions the product as a styling option for both professional and everyday routines. The hairspray joins the brand's growing range of products focused on hair health. OLAPLEX built its reputation around bond-building technology before expanding into other areas of haircare and styling. Where to buy OLAPLEX Shape Set hairspray. OLAPLEX Shape Set(TM) Hairspray is available through OLAPLEX and select retailers, including Sephora. Canadian shoppers can check current availability and pricing through OLAPLEX Canada and Sephora. The product comes in full-size and travel-size formats. Pricing may vary by retailer. About OLAPLEX. Founded in 2014, OLAPLEX focuses on hair health and professional styling. The brand first gained recognition for its bond-building technology. Today, OLAPLEX offers a range of haircare and styling products. The company sells its products through professional salons, specialty retailers and direct-to-consumer channels around the world.

Avenue Z released its 2026 AI Visibility Index Beauty Report, analysing how 60 beauty brands appear in ChatGPT responses across 565 AI citations. La Roche-Posay ranked first with a Z-Score of 86.8, appearing in 16% of prompts analysed. CeraVe followed with a Z-Score of 81.2, also at 16% prompt appearance, whilst Olaplex ranked third with a Z-Score of 71.7. The report found 63% of citations came from editorial sources, with allure.com generating 479 citations, vogue.com 330, and glamour.com following. Reddit accounted for 153 citations, the dominant user-generated content signal. The top five brands commanded 24% of total tracked brand mentions in AI responses. Avenue Z noted that third-party authority drives AI search visibility in beauty more than brand-owned content volume.

Olaplex introduces new mask for dry and chemically treated hair. Olaplex has expanded its professional salon portfolio with the introduction of the 4-in-1 Moisture Mask, a backbar treatment developed for salon use to address dryness and damage, particularly following chemical services. The launch marks the brand's first professional backbar treatment since introducing its Stand-Alone Treatment in 2014, which helped establish the bond-building haircare category. The new treatment joins the brand's PRO-Rx professional range and is intended for use during in-salon services. Designed as a concentrated reparative mask, the formula combines ceramides, nourishing oils and amino acids to replenish moisture, improve smoothness, enhance shine and add body to damaged hair. According to the company, the treatment can be completed in approximately 10 minutes, making it suitable as a post-chemical conditioning service. JuE Wong, Chief Executive Officer of Olaplex, said the product was developed in response to feedback from professional hairstylists seeking a salon-grade treatment capable of restoring severely dry and compromised hair. Wong added that the company aimed to build on the success of its original Stand-Alone Treatment by combining its proprietary bond-building technology with moisture-focused ingredients commonly associated with skincare formulations. Like the rest of the Olaplex portfolio, the 4-in-1 Moisture Mask contains the company's patented ingredient, Bis-Aminopropyl Diglycol Dimaleate, which is designed to reconnect broken disulfide bonds within the hair fibre while helping minimise structural damage during chemical processes. The highly concentrated formulation provides up to 140 applications per bottle and incorporates skincare-inspired ingredients that help hydrate and soften the hair while improving overall manageability. Olaplex said the product aligns with its broader sustainability and formulation standards. The mask is vegan, cruelty-free and colour-safe, while remaining free from sulphates, parabens, phthalates and gluten. The company also stated that its product range is carbon neutral and carries the Clean at Sephora designation, alongside ongoing efforts to reduce packaging and environmental impact.