Established in 2014, Olaplex is a U.S.-based haircare brand that positions itself around its bond-building technology, which aims to rebuild broken bonds in your hair and improve its structure. The brand offers multiple haircare offerings, such as shampoos and conditioners, hair serums, oils, and hair gels.
Olaplex also segregates its offerings around different haircare goals, such as curl support, shape retention & integrity, color brightening, shine & sheen, and scalp health.
The brand also offers a dedicated “Lash + Brows” lineup, which comprises formulas like Browbond® Building Serum and Lashbond® Building Serum to support the haircare needs of eyebrows/lashes.
In this review, we provide a breakdown of Olaplex’s core focus, a closer look at its bestselling products, the brand's advantages, and possible drawbacks. To provide a better understanding, the review also lists some specific factors on which we evaluated the Olaplex brand.
Established in California (USA), Olaplex was founded by Dean and Darcy Christal to minimize signs of hair damage, particularly from chemical processes like coloring, bleaching, or heat styling.
The brand was developed around the discovery of the active ingredient bis-aminopropyl diglycol dimaleate, which is at the center of Olaplex’s Complete Bond Technology™.
Complete Bond Technology™ is a patented system used by all formulas from Olaplex, which may target and rebuild broken disulfide bonds at a molecular level. The approach may help improve your hair strands' internal strength while supporting their appearance over time.
Among Olaplex’s bestsellers are No.3 Hair Perfector™, a pre-shampoo formula that may support at-home bond repair. The No.4 Bond Maintenance® Shampoo and No.5 Bond Maintenance® Conditioner may help cleanse and moisturize your hair strands while reinforcing their structure. No.7 Bonding Oil™ provides a weightless styling oil to support shine and heat protection.
The makers state that the offerings from Olaplex are formulated without sulfates, parabens, or phthalates and are cruelty-free. Such standards may indicate that the brand’s formulas may comply with clean beauty standards.
Olaplex Nº.7 Bonding Oil may help enhance shine, promote smoothness, and improve hair manageability while supporting the repair of damaged hair strands. It may also help minimize frizz and tame flyaways.
The Olaplex brand claims that its Nº.7 Bonding Oil offers heat protection up to 450°F (232°C) and frizz control that may last up to 72 hours.
The Nº.7 Bonding Oil formula contains nourishing ingredients like vitamin E, sunflower seed oil, and coconut oil. Vitamin E in the Nº.7 Bonding Oil may help protect hair cells from oxidative damage caused by neutralizing free radicals, which may otherwise weaken hair strands. Sunflower seed oil supplies linoleic acid, which could help maintain the integrity of the hair’s cuticle layer and minimize water loss from the hair shaft.
For use, the makers suggest gently tapping the bottom of the Nº.7 Bonding Oil bottle to dispense a metered drop. You may apply 2–3 drops to damp or dry hair and style as desired.
Nº.4 Bond Maintenance Shampoo by Olaplex may help cleanse, hydrate, and support the internal structure of your hair strands. It offers a color-safe formula and may develop a rich lather post-application, which may help smooth your hair cuticles, improve manageability, and minimize visible signs of dryness or frizz. Nº.4 Bond Maintenance Shampoo comes in bottles with 100ml and 250ml concentrations.
As per the official site, the Nº.4 Bond Maintenance Shampoo formula includes panthenol (a provitamin of B5) that may penetrate your hair shaft and bind to the hair cortex. Such effects might help retain moisture and increase elasticity, which may reduce hair breakage. The makers also added rosemary leaf extract, that has antioxidants that might improve scalp circulation, potentially supporting hair follicle health.
Tocopherol (vitamin E) may act as a lipid-soluble antioxidant by protecting cell membranes in the scalp and hair from free radical damage. Nº.4 Bond Maintenance Shampoo also contains apricot kernel oil, which contains oleic and linoleic acids. These compounds may help restore the lipid barrier of the hair cuticle, thereby improving softness and smoothness.
Olaplex’s Nº.5 Bond Maintenance Conditioner offers a moisture-rich formula, which may help hydrate and support the structure of dry/damaged hair strands. The conditioner might help soften hair strands, reduce breakage, and enhance shine, all without leaving behind a heavy or greasy feel.
Nº.5 Bond Maintenance Conditioner contains glycerin, which may help retain moisture in your hair shaft while improving elasticity. Panthenol (provitamin B5) is also included, as it may penetrate your hair cuticle and convert to pantothenic acid, which may help strengthen hair strands and reduce breakage.
The makers also added grape seed oil in Nº.5 Bond Maintenance Conditioner, which may help protect your hair’s lipid barrier and lower oxidative stress, thereby promoting smoother texture.
The makers state that Nº.5 Bond Maintenance Conditioner is free from parabens, sulfates, gluten, phthalates, and phosphates. For use, the makers suggest applying the conditioner from the mid-lengths to the ends after shampooing. They recommend leaving it on for at least three minutes before rinsing thoroughly.
The Olaplex Hair Repair Treatment Kit offers a four-part hair care routine that aims to support hair strength, hydration, and manageability. It could also help minimize common hair concerns like dry/dehydrated hair by providing hydration to the hair roots.
As per the official site, the Hair Repair Kit includes Full-Size packs of Nº.0 Intensive Bond Building Treatment (5.24 fl. oz.) and Nº.3 Hair Perfector (3.3 fl. oz.). It also provides travel-size packs of Nº.4 Bond Maintenance Shampoo and Nº.5 Bond Maintenance Conditioner (3.3 fl. oz. each).
Nº.0 Intensive Bond Building Treatment may help stimulate the repair of damaged hair by supporting your hair's internal structure. It features bis-aminopropyl diglycol dimaleate, an ingredient that may help restore broken disulfide bonds within the hair strands to support their growth. Sodium benzoate is also included as a preservative, which may help maintain the integrity of the Nº.0 Intensive Bond Building Treatment formula.
Hair Repair Treatment Kit includes the No.3 Hair Perfector™, a pre-shampoo formulation that may help reinforce strength and improve hair texture through ingredients like propylene glycol, glycerin, and behentrimonium methosulfate. Post-rinsing, the No.4 Bond Maintenance Shampoo may offer mild cleansing effects without stripping your scalp of excessive moisture. The routine ends with the No.5 Bond Maintenance® Conditioner, which may provide hydration, assist with detangling, and enhance smoothness.
Nº.6 Bond Smoother offers a leave-in styling cream that may help decrease frizz, reduce flyaways, and improve hair smoothness. The makers state that Nº.6 Bond Smoother may be compatible with various hair types, including straight, wavy, curly, and coily textures. It is also formulated to provide heat protection up to 450°F (232°C), which might be beneficial if you regularly use styling tools, such as blow dryers or flat irons.
As per the official site, the Nº.6 Bond Smoother features some cationic conditioning agents, such as behentrimonium chloride and cetrimonium chloride. These compounds may carry a positive charge that could bind to the negatively charged surface of damaged hair fibers. Such a mechanism may help flatten raised cuticles, potentially resulting in smoother, more manageable hair strands.
For use, the makers suggest applying one pump of Nº.6 Bond Smoother to damp or towel-dried hair, concentrating on mid-lengths and ends. Afterwards, you may comb through or style as needed.
Nº.5 Leave-In Moisturize & Mend Leave-In Conditioner by Olaplex is a lightweight gel-creme that may help moisturize hair strands, minimize styling damage, and seal split ends. Olaplex claims that its Nº.5 Leave-In Moisturize & Mend Leave-In Conditioner may seal the look of split ends by up to 88% after one use.
As per the official site, Nº.5 Leave-In Moisturize & Mend Leave-In Conditioner contains a Hydramino Replenishing Blend, which comprises a mix of amino acids and ingredients like squalene, ximenia oil, glycerin, and panthenol. The amino acids may help rebuild damaged keratin proteins by filling in weak points along the hair shaft, improving strength and elasticity.
Squalane could mimic natural sebum and integrate into the lipid layer of your hair cuticle, which may enhance moisture retention without weighing down your hair strands. Ximenia oil comprises long-chain fatty acids, which may reinforce the cuticle barrier and help minimize frizz.
The Olaplex Nº.4 Fine Bond Maintenance Shampoo Liter may help moisturize and strengthen your hair strands while maintaining volume. It may provide a gentle cleansing effect while contributing to a fuller hair appearance, which may be beneficial if you have a finer hair type.
As per the official site, Nº.4 Fine Bond Maintenance Shampoo Liter comprises ingredients like pea seed extract, hyaluronic acid, and coco-glucoside. Pea seed extract contains phytonutrients and proteins that may stimulate dermal papilla cells, which may support hair follicle vitality and prolong the anagen (growth) phase. Hyaluronic acid may bind water molecules to your hair strands, thereby improving hydration and elasticity while reducing brittleness.
Coco-glucoside is a mild, biodegradable surfactant derived from coconut oil and sugar that may gently lift away dirt and oil without disrupting your scalp’s lipid barrier. Such effects may help support moisture balance and help minimize concerns like dandruff.
Olaplex claims to feature a patented bond-building technology in its product lineup, which is built around the active compound bis-aminopropyl diglycol dimaleate. The compound works directly at the molecular level to repair broken disulfide bonds, which may help support hair strength, structure, and durability. Unlike protein-based formulas from other brands, Olaplex’s method targets the underlying cause of hair damage at its source, within the hair fiber itself.
Moreover, Olaplex’s bond-building technology is legally protected through a strong portfolio of intellectual property. For example, U.S. Patent Nos. 9,095,518, 10,639,505, and 11,446,525 cover the bis-aminopropyl diglycol dimaleate compound and its application across different Olaplex’s formulations. Such a level of legal protection may prevent other brands from duplicating the same technology.
If you regularly dye, bleach, or use heat tools on your hair, Olaplex’s use of bond-building technology may support internal hair repair more effectively than surface-level approaches like conditioners or protein-based masks.
Olaplex defines its brand identity around a commitment to being both vegan and cruelty-free. It states that all formulas in its brand catalog do not contain any animal-derived ingredients or by-products. Statements such as “non-toxic, vegan, cruelty-free, gluten-free, and free of all SLS/SLES” are found for most formulations on the official Olaplex site, which may further substantiate the vegan and clean label claims.
Moreover, the Olaplex brand claims that it does not conduct animal testing at any stage of the production process, whether for raw materials, manufacturing, or final products. Olaplex’s vegan and cruelty-free status may support ethical purchasing decisions and minimize exposure to animal-derived allergens or unknown by-products.
Customer service concerns have been a recurring theme for Olaplex, with users frequently reporting delays in communication, unresolved order issues, and difficulty accessing timely assistance.
Many have described challenges in obtaining support through standard channels such as email, chat, or phone, often requiring multiple follow-ups over several weeks to receive basic responses or updates.
Consumer feedback documented on platforms like the Better Business Bureau between 2024 and 2025 reflects this trend. Some customers noted missing promotional items or incomplete deliveries, with little proactive outreach from the brand. In certain cases, Olaplex reportedly attributed delays to external disruptions, such as courier strikes, even when users provided evidence to the contrary.
When problems involved damaged or expired products, several customers found the returns process rigid and lacking urgency unless complaints were escalated publicly. While not all experiences are negative, the volume and nature of these reports suggest that if an issue arises, you may encounter delays and limited responsiveness from Olaplex's customer support infrastructure.
Both Virtue Labs and Olaplex present two distinct approaches to hair care, each rooted in a proprietary technology that defines its identity and performance. Virtue Labs relies on Alpha Keratin 60ku®, a patented, bio-identical protein derived from human hair.
Meanwhile, Olaplex utilizes a patented Complete Bond Technology™, which focuses on repairing and rebuilding disulfide bonds essential to the hair’s strength and elasticity. While the formulations from Virtue Labs emphasize protein reconstruction, Olaplex formulas may target the molecular bonds structurally damaged by chemical processes, heat, or mechanical styling.
When comparing the formulation range, there are some differences between the Virtue Labs and Olaplex brands. Virtue Labs offers around 45+ formulations like shampoos, conditioners, treatments, stylers, and targeted kits, with clear segmentation, such as Recovery, Full, Smooth, Curl, Flourish (for thinning hair), and ColorKick. Some featured offerings from Virtue Labs include the Recovery Shampoo & Conditioner Duo, Damage Reverse Serum, Restorative Treatment Mask, 6-In-1 Styler, Healing Oil, and Flourish Shampoo for Thinning Hair.
On the other hand, Olaplex offers 40+ formulations that also span categories like conditioners, hair oils, serums, stylers, and jumbo sizes. Some bestselling formulations from the Olaplex brand include the No.3 Hair Perfector, No.5 Bond Maintenance Conditioner, No.6 Bond Smoother, No.7 Bonding Oil, and No.0 Intensive Bond Building Treatment. These formulas may emphasize strengthening, protecting, and maintaining hair bonds from the inside out.
In terms of pricing, there are some points of contrast between the Virtue Labs and Olaplex brands. For example, one 240-ml jar of Recovery Shampoo from Virtue Labs costs $42 as part of a one-time purchase. Also, one 200-ml tube of Full Conditioner from the brand costs $44. On the other hand, one 250-ml bottle of Nº.4 Bond Maintenance® Shampoo from Olaplex costs $32, with a similar quantity bottle of Nº.5 Bond Maintenance® Conditioner also costs $32.
When comparing Prose and Olaplex, the brands diverge on aspects like their core focus, breadth of offerings, refund policies, and approaches to customization. Prose offers access to various customized formulations across categories like haircare, skincare, and accessories. Under its haircare category, Prose offers 12 featured offerings, including Custom Scalp Mask, Custom Styling Gel, Custom Shampoo, and Custom Leave-In Conditioner. For the skincare category, the brand offers formulas like Custom Moisturizer and Custom Cleanser.
On the other hand, Olaplex only focuses on targeted hair repair and maintenance through its range of 40+ haircare formulations. These formulations are further segregated based on hair goals, such as shine & sheen, curl support, scalp health, color brightening, and shape retention & integrity. Some featured offerings from Olaplex include the Nº.5 Bond Maintenance Conditioner, Nº.6 Bond Smoother, Nº.7 Bonding Oil, Nº.3 Hair Perfector, and Nº.4 Bond Maintenance Shampoo.
Customization marks another point of difference between the Prose and Olaplex brands. Prose relies on an AI-driven consultation assessing over 80 factors, resulting in highly tailored formulas that evolve with consumer feedback. Meanwhile, the customization provided by Olaplex is limited to a streamlined online hair quiz that may identify compatible products from the brand’s collection based on your questionnaire responses.
When it comes to refund and return policies, Prose offers a 30-day guarantee on initial orders and allows for free formula adjustments, giving you a chance to find compatible formulas based on your specific needs. On the other hand, Olaplex provides a 60-day window for returns, with a $5 return fee for U.S. customers and similar exclusions for promotional items.
On packaging and sustainability, Prose adopts a carbon-neutral operation, supported by B-Corp certification and a made-to-order model that minimizes waste. Meanwhile, Olaplex’s sustainability initiatives are less prominently featured, with a focus remaining on product efficacy and professional results.
When evaluating Olaplex’s credibility, we assessed its history, industry standing, and perception across consumer review platforms. Founded in 2014, Olaplex gained recognition in the professional haircare market through its patented bond-building technology.
From a review standpoint, Olaplex holds an “A+” rating from the Better Business Bureau, which may reflect smooth business operations and a consistent approach to resolving customer concerns. However, its online presence is more limited on other review platforms.
On Trustpilot, Olaplex has an unclaimed profile, meaning it hasn’t taken steps to respond to or manage public feedback on the platform. Reviews.io does not currently feature a brand page for Olaplex, suggesting limited engagement on it as well. However, on TenereTeam, the Olaplex brand holds a 4.6 out of 5 rating, which is based on 10+ publicly visible reviews.
These data points reflect a brand with a strong technical legacy and favorable standing on regulated review sites like BBB, but with limited visibility or active engagement on more dynamic public platforms.
For evaluating Olaplex, we assessed the authentic user reviews for two of its formulas on Amazon to understand how the brand's products perform across different hair types and concerns.
Many consumers appreciated Nº.7 Bonding Oil™ by Olaplex for supporting notable improvements in reducing frizz, boosting shine, and improving manageability without leaving behind any greasy residue. The lightweight texture and heat-protective properties of Nº.7 Bonding Oil™ made it a go-to for users with multiple hair types, including curly, fine, thick, and color-treated hair. However, some people expressed dissatisfaction with the price point of Nº.7 Bonding Oil™, while a few users disliked the scent of the formulation.
On Amazon, the Nº.5 Bond Maintenance® Conditioner received mostly favorable feedback, particularly from consumers with dry, chemically processed, or color-damaged hair. Customers also experienced noticeable improvements in hair softness, elasticity, and manageability after just one or two uses. However, a few consumers found the Nº.5 Bond Maintenance® Conditioner’s scent was a bit too sweet, while others felt the need to ration usage to make the bottle last longer.
Thus, these user sentiment suggests that Olaplex maintains a functional edge in terms of formulation performance but may not meet expectations for all consumers when it comes to fragrance preference, pricing structure, or product longevity. As a prospective user, it’s worth weighing those trade-offs based on individual hair needs and budget flexibility.
The Olaplex brand is built around the patented Complete Bond Technology™, which may support the structure and resilience of your hair strands at a molecular level.
The brand offers access to salon-grade offerings that may help minimize hair damage, support shine and volume, and aid ongoing hair maintenance.
However, the brand is not without its drawbacks. Recurrent concerns about order fulfillment, delayed customer service responses, and inconsistent complaint handling have been raised by a number of customers. These issues may detract from the overall user experience and should be considered before purchasing.
While Olaplex may be effective for certain hair types and conditions, it is not universally suitable. Its impact depends on individual factors such as hair type, scalp health, usage consistency, and expectations. Thus, Olaplex stands as a functional support for targeted hair repair, but with caution that you should weigh carefully.
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