Boots adds OLAPLEX to 36 UK stores and online from 9 October
Boots will stock OLAPLEX haircare in 36 of its UK stores and on boots.com starting 9 October, with the rollout finishing by November. The brand has become one of the most searched‑for premium haircare lines on Boots.com over the past three months among products not previously sold there.
Boots said it will add 50 new brands to its assortment ahead of the key holiday shopping period, as disclosed at its Christmas Showcase earlier this month. OLAPLEX’s offering at Boots will span its best‑selling treatments, wash‑care and styling products, all formulated with the brand’s patented bond‑building technology. The technology works at the molecular level to repair and strengthen hair from the inside out, aiming to improve look and feel while protecting against colour, heat and everyday damage. Both companies said the partnership will make OLAPLEX’s science‑backed approach to hair health available to a larger UK audience through stores and the boots.com website.
“We’re incredibly excited to welcome OLAPLEX to Boots. The level of consumer interest in the brand ahead of launch is clear, with OLAPLEX becoming one of the most searched-for premium haircare brands on Boots.com over the past three months, among brands not previously available at Boots,” Alice Rafferty, director of luxury beauty & cosmetics, Boots said.
“Boots is an incredibly exciting next step for OLAPLEX in the UK. We’ve always believed that everyone should have access to the science and innovation behind healthier-looking hair, and this partnership allows us to bring our patented bond technology to even more people,” Michelle Brett, chief revenue officer at OLAPLEX said.
OLAPLEX originated from a breakthrough in hair science and works at the molecular level to repair and strengthen damaged hair. The brand has built a global following by centering foundational hair health in its innovation, using patented bond technology.
What we know
OLAPLEX is to bring its bond-building technology to 36 Boots stores across the UK, and online at boots.com, with the roll out completed by November.
Launching from 09 October, OLAPLEX’s science-led haircare will be more accessible to consumers “looking to take their hair health to the next level”.
Boots told visitors to its Christmas Showcase earlier this month that there are 50 new brands being added to its range, ahead of the key peak period.
It comes as demand for OLAPLEX continues to build, with the brand becoming one of the most searched-for premium haircare brands on Boots.com over the past three months among brands not previously available at Boots.