Olaplex names Christoph Kaul as Chief Executive Officer
This move follows Henkel Group’s completion of the brand’s acquisition in July.
USA – Olaplex has appointed Henkel executive Christoph Kaul as its new CEO, succeeding Amanda Baldwin.
Kaul’s remit will include driving innovation at the science-led haircare brand as it becomes integrated into Henkel’s Consumer Brands business.
He has been with Olaplex’s parent company Henkel for more than 13 years, most recently serving as Regional Head of Strategy and Transformation in the US, where he focused on the group’s professional salon business, and previously held roles including General Manager of Kenra Professional.
Before joining Henkel, he worked at L’Oréal for more than five years, including product manager roles between January 2010 and February 2013.
Kaul’s appointment follows Henkel’s acquisition of Olaplex, which was completed in July for USD 1.4 billion, ending Advent International’s ownership and connecting Olaplex’s presence across professional salons, direct-to-consumer and specialty retail with Henkel’s international infrastructure.
According to Henkel, the acquisition strengthened its premium haircare portfolio and made it the global number two in professional haircare.
Founded in 2014, Olaplex built its reputation on science-backed formulas designed to repair damaged hair, quickly gaining traction among professional stylists before expanding into direct-to-consumer and specialty retail channels.
Despite its early momentum and strong brand recognition, Olaplex has faced mounting challenges in recent years amid a more competitive haircare landscape and shifting consumer spending patterns.
These headwinds have been reflected in the company’s financial performance. In the third quarter of 2025, Olaplex reported net sales of USD 114.6 million, down 3.8% from the same period in 2024.
The decrease was driven by softness in specialty retail and direct-to-consumer channels, partially offset by growth in the professional segment. In response, Olaplex has been working to reposition itself for long-term growth.
Last year, the company entered what it described as a “new chapter”, unveiling a refreshed brand identity aimed at reaffirming its core mission and reconnecting with both consumers and stylists.
The rebrand introduced new visuals, a more dynamic digital presence, and updated storytelling designed to highlight the brand’s foundational belief in the bond between science and style.
Product expansion has continued under Henkel’s ownership.
Olaplex entered fragrance in June before making its first move into dry styling with Shape Set Hairspray in August. The product extends the brand’s repair positioning into everyday styling and is intended for professional and at-home use.
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