For years, OLAPLEX has dominated the bond-building market and has become one of the most recognisable names in professional haircare. Recently, the brand has undergone a major transformation. From bolder new packaging to product upgrades and shifting messaging, the “new” OLAPLEX has sparked plenty of discussion across the hair industry. In this blog, we’re breaking down exactly what’s changed and why it matters.

A Fresh New Look

OLAPLEX’s new bolder look defines who they are at their core, and that is the worlds-leading bond builder - a title they’ve earned for a reason. Founded in 2014, bond-building was a new concept and over the years OLAPLEX have put it on the map as an incredibly effective business tool, not only for fantastic results but for revenue income.

A Closer Look At The Packaging Upgrade

The new darker, bolder and more ‘clinical/luxury science’ look and feel is eye-catching with a fresh and modern feel to it. This change has rolled out to the entire product portfolio.

What’s Changed?

The only product to undergo a reformulation is the brand’s hero, No.3. Revisiting a flagship product is a bold move, and OLAPLEX has approached this carefully and intentionally, guided by user feedback. This change reflects a broader evolution in haircare, where both consumers and professionals are increasingly looking beyond single-focus bond builders in favour of multi-benefit formulas that address a range of hair concerns in one treatment.

No.3 Reformulation

The original No.3 earned its reputation for its exceptional ability to repair the internal structure of the hair, rather than simply coating the fibre with moisture or protein in the way many competing products do. At its core, it worked by targeting disulphide bonds within the hair’s structure, the fundamental bonds responsible for strength, resilience, and overall integrity.

While this breakthrough technology transformed the category, OLAPLEX identified an opportunity to elevate the experience even further, refining performance, expanding benefits, and meeting the evolving expectations of both professionals and consumers.

This evolution led to the introduction of No.3PLUS – Complete Repair Treatment. The reformulated system is designed to deliver a more advanced, multi-dimensional approach to hair repair, including:

Reduced Processing Time

Delivering results in just 3 minutes compared to the original 10+ minute treatment time.

Advanced Cuticle Repair Technology

Supporting repair across every level of the hair's fibre.

Enhanced Conditioning and Hydrating Benefits

Combining structural repair with improved softness and moisture balance. The result is a more comprehensive treatment experience, positioned not only to strengthen and repair, but also to enhance shine, improve softness, and support overall hair health in a single step.

What Hasn’t Changed?

We’ll keep this short and sweet - the world-leading bond building technology.

OLAPLEX’s patented products are formulated with OLAPLEX Complete Bond Technology™, this breakthrough started a science-led revolution in haircare. As the original bond builder, they have over 10 years of experience developing products that target the bonds most important for foundational hair health, something competing brands simply cannot claim. By reforming and replenishing bonds from cortex to cuticle through molecular-level science, this groundbreaking technology goes far beyond repair to deliver true foundational health and lasting results. 

Clinically Proven

Rigorously tested, OLAPLEX Complete Bond Technology™ is clinically proven to target and repair disulfide bonds, restoring hair’s strength and structure.

Safe and Effective

Each OLAPLEX product is submitted to meticulous safety testing, regulated by the FDA, and compliant with the EU’S Cosmetic Product Regulations.

What This Means For Professionals

For hair professionals, this change is less about a single product reformulation and more about how OLAPLEX is repositioning itself in the market. One of the biggest shifts is brand voice, the tone has moved away from being purely technical and educational, towards something far more confident and competitive.

The original OLAPLEX messaging was heavily rooted in science-led explanation, focusing on product function and facts, the newer direction feels more assertive and emotionally driven. Think of it as less about explaining what the product does and more about declaring it’s performance in a world with increasing bond-building competitors. 

In the salon, a reformulated No.3PLUS means professionals can offer:

• Faster in-salon services

• More immediately visible benefits

• Stronger storytelling at the backwash

• Simplified treatment layering

For clients at home, this means:

• Less confusion in their routine

• Quicker and more manageable treatment time

• Better cosmetic performance at home

Frequently Asked Questions

Has OLAPLEX changed it’s formula across the entire range?

No. The core bond-building technology remains the same. No.3 has evolved into No.3PLUS and features additional cosmetic benefits such as conditioning, hydration and cuticle support.

Can No.3PLUS replace conditioner or masks?

It depends on the hair type and condition. While No.3PLUS offers enhanced conditioning benefits, it is still primarily a repair treatment and may work best when used alongside OLAPLEX Shampoo & Conditioner.

Why did they reformulate No.3?

The reformulation reflects a wider shift in consumer demand. Clients and professionals now expect multi-functional products that deliver both structural repair and visible cosmetic results in one step.

Common Misconceptions

‘OLAPLEX contains Protein and can over-proteinise the hair’

This is not correct. OLAPLEX contains no protein in any of it’s product formulas.

‘It only works on bleached or heavily damaged hair’

Not true. While OLAPLEX is highly effective on chemically treated hair, it also repairs damage caused by heat, mechanical stress, environmental damage and general weakened hair types.

‘More OLAPLEX means better results’

Not necessarily. Like most professional treatments, performance depends on correct usage and integration into a balanced haircare routine. OLAPLEX products are concentrated, a little goes a long way.

‘There are better competitor brands that repair hair more effectively than OLAPLEX’

This is simply not the case when you look at how OLAPLEX works at a molecular level. OLAPLEX remains one of the only systems built to repair and rebuild broken disulfide bonds. This is the core foundation of hair’s strength, elasticity and integrity. While many brands offer conditioning, protein infusion or surface-level strengthening, OLAPLEX repairs all types of damage at every level within he hair fibre.