[1] The product was developed by two chemists, Eric Presley and Craig Hawker, and is advertised to rebuild broken bonds in hair caused by chemical, thermal, and mechanical damage.
[6][7] All Olaplex products contain a patented ingredient called bis-aminopropyl diglycol dimaleate, with the aim of rebuilding broken hair disulfide bonds.
The deal never went through, but Olaplex then sued L'Oréal for stealing trade secrets shared as part of the acquisition process.
U.S. District Judge R. Gary Klausner ruled that the claims were too different for it to be a class action lawsuit and the first-named plaintiff dismissed her case without prejudice.
[11] The 2023 lawsuits had a very negative impact on Olaplex' endorsements from the hairstylists' community, its sales, and the value of its share price (-89% by the end of 2023), a dramatic aftershock that had not been anticipated.