Former salon-only vegan hair care brand Olaplex is set to launch a shampoo and conditioner in the UK, which customers can use in the comfort of their own homes.
The new shampoo and conditioner, together with a hair perfector (a pre-shampoo treatment), will be available from UK beauty one-stop-shop Cult Beauty.
The website raves about the new product in its description, asking customers, “Have you noticed your hair become dry, brittle, and elastic since you began bleaching, perming or heat-styling?” It continues, “Let us introduce you to Olaplex.”
Loved by celebrities and hair stylists alike, Olaplex claims to completely transform hair severely damaged by dye and bleach. Thanks to its patented active ingredient (bis-aminopropyl digylcol dimaleate) Olaplex – free of sulfates, peroxide, silicone, parabens, and gluten – repairs the broken disulphide bonds in hair, which are damaged during the chemical dying process.
For those who have dyed their hair for many years, or been through a phase of over-bleaching, Olaplex will, reportedly, rebuild the strength and structure that was lost.
Reality TV star Kim Kardashian – known for frequently changing the color of her hair from dark to blonde – swears by Olaplex. According to Glamour, Kardashian said, “When your hair is really damaged, if you sleep in [Olaplex], it really works. I notice a huge difference.”
Like many new beauty items, Olaplex’s products are both cruelty-free and vegan. Writing in a blog post last year, the brand professed its love for animals, confirming that it would never take part in any form of testing that exploits living creatures.
“Since inception, health and integrity have been the foundations in which Olaplex was built upon,” it explained. “Lab animals live in extremely torturous conditions, which is something we have never and will never take part in. We prefer our furry friends happy.”
Olaplex is part of a booming vegan cosmetics industry, according to one study from June, the market is set to reach $20.8 billion USD by 2025, as consumers become more aware of the realities of animal testing and environmental issues.
Olaplex shampoo and conditioner will be available in the UK from January 2019.
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