Olaplex released two new products targeting curly hair. The brand's Hydrating Curl Shampoo and Conditioner promise to define curls and reduce frizz. Allure tested the washday duo and documented results with photos.
The shampoo and conditioner join Olaplex's existing curl care lineup. The formulations address two core curl concerns. Frizz reduction matters for maintaining curl definition throughout the day. Hydration keeps curls from drying out during cleansing.
Olaplex built its reputation on bond-building technology. The brand started with its No. 3 Hair Perfector treatment and expanded into a full haircare range. These new products apply the same science to curly hair specifically.
The test results appeared in Allure's review, showing how the products performed on real curls. Before-and-after photos demonstrated the shampoo and conditioner's effects on curl pattern and texture. Readers got visual proof of frizz reduction and definition.
Olaplex prices its haircare products at the prestige level. The brand targets consumers willing to invest in professional-grade formulations. The new curl products fit this positioning.
The launch reflects broader industry trends. Haircare brands now develop specialized lines for different curl types and textures. Olaplex's move into defined curl care responds to demand from curly-haired consumers seeking products backed by science.