From Olaplex to Oribe, hair care brands are targeting ‘bond repair fatigue’
Hair care brands like Olaplex and Briogeo are shifting their marketing focus toward 'bond repair' as a daily essential rather than an occasional treatment. This trend responds to consumer demand for products that address damage from heat, chemicals, and environmental stressors.
Why it matters
It highlights a significant shift in the beauty industry toward high-performance, maintenance-focused hair care products.
Bond repair is not a new category, but it continues to be a focus for hair care innovation with new technology upgrading bond builders from an occasional treat to everyday usage.
“Bond repair has evolved from a targeted treatment into essential daily maintenance,” Katie Gohman, CMO of Olaplex , tells Cosmetics Business.
“Hair is constantly damaged by colour and bleaching, chemical treatments, heat styling, brushing friction, and environmental stressors like UV and pollution.
“These factors break the internal disulfide bonds that give hair its strength and structure.
“Consumers are looking for products that repair this internal damage, protect against future breakage and keep hair healthy across all hair types,” says Gohman.
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