Announced today, Henkel has entered into a definitive agreement to acquire 100% of OLAPLEX, the cult-loved, premium hair care brand, at an offer price of 2.06 USD per share; implying a total transaction value of 1.4 billion USD. The transaction has been unanimously approved by OLAPLEX’s Board of Directors, and Advent, OLAPLEX’s controlling shareholder, has entered into a written consent, undertaking to approve the transaction. This acquisition marks another important milestone in Henkel’s purposeful growth agenda and further expands hair care as a core category within its Consumer Brands business.
“The planned acquisition of OLAPLEX is fully in line with Henkel’s strategy to expand its portfolio through compelling, value-adding M&A activities,” said Henkel CEO Carsten Knobel. “This transaction allows us to expand our presence in premium hair care. The brand creates compelling opportunities for future growth and innovation.”
OLAPLEX is a well-established, premium channel hair care brand with a portfolio of science-led, high-performance products. Its focus on consistent quality and meaningful relationships within the professional community has resonated strongly with stylists and consumers alike. OLAPLEX maintains a balanced global footprint, with sales split between the U.S. and key international markets. In fiscal year 2025, OLAPLEX generated around 370 million euros in sales and delivered a strong gross margin.
“OLAPLEX is a perfect strategic fit for our premium hair care business,” added Wolfgang König, Executive Vice President responsible for Henkel’s Consumer Brands business. “Its strong scientific foundation, guided by professionals, combined with a robust presence across premium channels makes it highly complementary to our existing portfolio and we see meaningful opportunities to accelerate innovation.”
In a Linked-in post, OLAPLEX’s CEO Amanda Baldwin is quoted as saying, “Today marks an exciting next chapter for OLAPLEX. From our roots in the professional community to becoming one of the most trusted science-led brands in hair treatment, our journey has always been fueled by innovation and a deep commitment to stylists and consumers. I’m incredibly proud of what our team has accomplished and look forward to accelerating our product innovation, expanding our reach and continuing to deliver results for our Pro partners and customers around the world as part of the Henkel platform.”
As per a press release, Henkel’s acquisition of OLAPLEX “is subject to customary closing conditions, including regulatory approvals.” For more, be sure to follow both brands on Instagram.
Shopping for your favorite Schwarzkopf products is about to get a whole lot easier. We’re happy to report that Henkel — the company behind haircare favorites like PRAVANA, Alterna Haircare, and Kenra Professional — has teamed up with Amazon to launch a brand-new storefront that’s filled with an array of products from the professional hair brand’s beloved haircare and color care lines.
Image Courtesy: Schwarzkopf
Beginning today, salon pros can now put their Prime shipping to good use and shop the nearly 25 different products available from Schwarkzkopf’s best-selling ranges including BLONDME, OSiS+, and GOOD BYE YELLOW & GOOD BYE ORANGE. And, once you see the retailer’s curation of haircare picks, we have a feeling that this new storefront will quickly become a go-to shopping destination for Schwarzkopf fans everywhere.
With this launch on Amazon, Schwarzkopf not only builds on the continued growth and success of its product offerings but also expands access for online beauty consumers. Additionally, this move to reach beyond the brand’s salon pro ecommerce site will also help to deepen its connection with online beauty users.
If you’re looking to refresh your haircare supply this summer, be sure to head over to Amazon right now to start shopping from Schwarzkopf’s amazing lineup of products. Keep reading to see a few of our favorite product picks from the storefront. Happy shopping!
BLONDME All Blondes Rich Shampoo
This gentle shampoo uses 3D Bond Creation Technology and Cashmere Protein Complex to help build new bonds while cleansing, illuminating, and nourishing normal to coarse blond hair types.
This leave-in spray mist uses UV-filter and 3D Bond Creation Technology to help build new bonds while protecting hair against environmental aggressors such as pollution and UV rays.
This highly-pigmented wash offers an instant tonal deposit to counteract and neutralize underlying yellow tones. It cleanses hair gently while strengthening thanks to integrated bonding technology.
This highly-pigmented wash for instant tonal deposit that works to counteract and neutralize underlying orange and red tones. It enhances color intensity while gently cleansing and strengthening the hair thanks to the integrated bond technology.
To check out the Schwarzkopf’s new Amazon storefront for yourself, be sure to click here. And for all things Schwarzkopf, make sure to follow @schwarzkopfpro on Instagram.
E-commerce is taking over and Salonory from Henkel is right on top of it. Tanuja Singeetham and Cedric Parsiegla from Henkel joined Volume Up by The Tease this week to talk with us about e-commerce and Salonory.
Tanuja and Cedric gave Volume Up the rundown on how they got their starts and then dive into all things e-commerce. We hear from them about why e-commerce has had such huge growth, if it will continue to grow, how e-commerce has changed the industry, the back workings of Salonory and much more!
Tune into this episode of Volume Up and turn the volume up to hear all about e-commerce from Tanuja and Cedric!
“Quite the endeavor and quite the experience. Um, and then definitely with COVID accelerated because yeah, everyone orders online. I don’t know about you, but, but, um, there’s at least two trucks showing up on my doorstep every single day. And, uh, I think that’s the case for almost everyone in this country.”
“The great thing for companies like us and brands like us is that before we never got to have direct interaction with our customers, the end person. Now that we’re seeing directly from them, you know, feedback, what they’re saying, you know, there’s a huge responsibility to owning that full relationship.”
“Um, I think just again, like really saying, you know, how can we, um, not just provide product, but also content, inspiration, education.”
Listen to the full episode here or wherever you stream.
Exciting things are happening over at PRAVANA! The professional hair color brand has just named Aurelia Andre as their new Vice President of Global Marketing and Corporate Education.
In her new role, Andre will oversee PRAVANA’s marketing and corporate education departments, including integrated marketing, social media, product development, public relations, creative, and more. For PRAVANA, her arrival to the team marks the exciting next phase in the brand’s innovative marketing and education approach to reach, uplift, and empower stylists.
Aurelia Andre, VP of Global Marketing & Corporate Education at PRAVANA
Andre comes to PRAVANA from within the Henkel organization and brings over 16 years of marketing experience across five countries to her new role —with 14 of those in the CPG category within Henkel. Throughout her career, she’s worked with both mature and emerging markets on local, regional, and global levels. In fact, prior to joining PRAVANA, Andre was the Henkel Regional Head of Strategic Marketing for the Middle East and Africa, leading for the MEA region brands such as Schwarzkopf Retail and Pert.
With her new position, Andre will be reporting directly to PRAVANA General Manager Michelle Chandler. Speaking on the recent appointment, Chandler shared, “The PRAVANA Team and I are thrilled to welcome Aurelia Andre to the brand as the Vice President of Global Marketing and Corporate Education. Her extensive experience in the consumer goods and beauty care categories, combined with her global perspective and passion for marketing, aligns directionally with the brand’s future. Her positive outlook on life and approach to leadership complements PRAVANA’s disruptive and colorful energy. We couldn’t be more excited to see what happens next with her on board.”
For more announcements from PRAVANA, be sure to follow @pravana on Instagram.
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We have a new fave way to get our creative juices flowing, and it happens to be the same place we load up on our fave salon brands. SALONORY.com has the color and care products we count on, and now they’re our source of style inspo, too. Win-win!
Over a morning cup of coffee, you can get seriously inspired by scrolling through the gallery of user-created looks. From a sleek fade, to a long, flowing mermaid mane, salon pros share their hottest hairstyles and color creations. SALONORY has the best of Insta curated in one place, so you can zone in on stylist-only posts. You’ll be impressed, you’ll be entertained, and you’ll be energized to get behind the chair. You can even “shop the look” for certain brands — it can’t get easier than that.
For a midday break in between client appointments, you can whip out your phone and check out the latest trends. They’re a great way to get prepped for client questions on the products you use (“is this conditioner really vegan?”), and you may discover some new favorites too.
To unwind after work, check out the inspiration section for inspo by brands, including the latest tips, tricks and trends. It’s kind of like having an after-work drink with a mentor, sharing ideas and talking shop, on topics from sleek ponytail styles to a refresher on creating a shadow root.
SALONORY.com has become our new digital destination for salon pro inspo, even when we’re already stocked up on products. We’ve got the site bookmarked, favorited, saved, etc., on every device, so we can pop in for a style break whenever we have a moment. This is a style crush that’s here to stay.
With a successful decades-long career crafting marketing strategies for multi billion-dollar brands like Behr Corporation and Nestle USA, it’s fair to say that Tanuja Singeetham’s marketing savvy runs deep.
For the past year, the marketing maven has served as the Head of Digital Marketing and the U.S. eShop for Henkel North America. In her time with the company, she has been responsible for leading the digital marketing for the North American Regional Team as well as special e-commerce initiatives for the Hair Care Professional team. With Singeetham at the helm of the digital marketing department, Henkel recently launched the company’s first online shopping experience exclusively for the U.S. professional hair salon community called SALONORY.
Tanuja Singeetham, the Head of Digital Marketing and the U.S. eShop for Henkel North America
To learn more about Henkel’s exciting new venture, The Tease spoke with Singeetham to discuss the origins of the e-commerce platform, what makes it different, and what we can expect in the future from SALONORY.
The Tease: What was the catalyst for launching SALONORY?
Tanuja Singeetham: E-commerce has exploded over the past few years, particularly among salon professionals. As an organization, Henkel is adapting to the fast-paced changes in the global marketplace. The launch of SALONORY supports our commitment to innovation and to meeting the needs of today’s consumers and customers. SALONORY is an online shopping platform that provides salon professionals with an easy and convenient way to get the products they need delivered directly to their door.
Singeetham: At SALONORY we treat every visitor as a valued guest. It is an online shopping destination developed exclusively for stylists, helping them save valuable time, enjoy the convenience of direct delivery, and earn reward points with every purchase. With over 1,500 products from more than 10 Henkel brands, SALONORY provides the stylist community with an easy and effective one-stop-shop for many of their salon needs—which, in the age of digitalization, has never been more relevant. And for the first time, it provides us direct access to our customers to ensure they get the best customer service and collect valuable input and feedback from them to improve our products and services.
What behavioral changes were being noticed regarding how salon pros approach online shopping and how did that inform the vision for SALONORY?
Singeetham: Even before the pandemic, Henkel recognized the critical importance and growth of digitalization —it’s been a key priority for our organization for quite some time. The pandemic further underscored the importance of investing in innovative digital tools and experiences to build powerful customer-focused experiences. As the world changed course seemingly overnight, we knew we needed to evolve in tandem. From our insights and understanding of the growing e-commerce trends among salon professionals, we developed SALONORY to create a personalized platform that helps us to increase customer proximity and direct interaction with our valuable customer base in the fast-changing marketplace.
What do you believe differentiates SALONORY from other shopping destinations targeting salon pros?
Singeetham: The SALONORY PRO Rewards Program, a cornerstone of the platform, is easy to use and offers a rich catalog of rewards for a more personalized experience for our salon pros. By joining the program, stylists can earn valuable reward points with every purchase, which can in turn be redeemed for products, money-saving vouchers, and salon accessories.
We are leveraging the power of social commerce through integration of user-generated opted-in content in social media with featured products and shoppable units. In-depth product information, useful how-to videos, 360-degree product images, gallery images, and ratings and reviews provide customers with extended information to assist them in their discovering and purchase decision process.
We are consistently adding new content, including articles, videos, and tips each week to provide stylists and salon owners with information that is timely and relevant to what they are looking for. It could be everything from trends to education to tips for managing or growing their business. We really want to show our commitment to being a valuable and trusted partner to this community we are serving.
Tell me about the community and content aspects of SALONORY. Why was it important to include a rewards programs as well as house user-generated content on the e-commerce platform?
Singeetham: In today’s era of innovation, we wanted to do more than just build a website —but rather, create an experience that would benefit our salon professional community. Having a rewards program makes it worthwhile for our customers to remain loyal to SALONORY long-term, because we are providing discounts and promotions that they may not receive elsewhere. Ultimately, the combined rewards program with our unique arsenal of brands and products makes for a more valuable experience, overall.
Customers can sign up with one click and start earning points with every purchase. Signing up is FREE and easy — and points earned can be redeemed for products, money-saving vouches, salon accessories, and so much more. We also offer a robust catalog of rewards and feature monthly bonus points and double point offers, which are updated on a frequent basis.
SALONORY currently features over 1,500 products from over 10 Henkel professional hair brands. How do you decide which products from each brand are available for purchase? Are there plans to potentially offer more brands on the site?
Singeetham: SALONORY is proud to offer Henkel Beauty Care Professional brands in one convenient destination. Our current portfolio includes Schwarzkopf Professional, PRAVANA, ALTERNA, Kenra Professional, SPARKS, SexyHair, Authentic Beauty Concept, and STMNT Grooming Goods. Stay tuned, SALONORY will be adding additional brands soon!
What impact do you hope SALONORY has on the salon industry?
Singeetham: We believe that SALONORY opens new doors for the salon industry, and we anticipate that other companies will see the benefit that e-commerce platforms can bring to the salon professional community. The launch of SALONORY shows Henkel’s commitment to innovation and digitalization, but more importantly, our commitment to customer satisfaction and building a valuable experience for the professional stylist community. There are so many stressors in the world today —being able to easily purchase your favorite brands and products should not be one of them.
Looking ahead, what can we expect in the future from SALONORY?
Singeetham: Our goal is to build the most valuable experience for our professional stylist community. We welcome and value customer feedback and suggestions, as we continue to grow and aim to meet, and hopefully exceed, evolving needs and expectations. Customers can also stay connected with us on Instagram @SALONORY and contact us directly with feedback at teamsalonory@salonory.com.
For more information about SALONORY and Henkel, be sure to follow them both at @SALONORY and @henkel on Instagram.
Salon pros, get ready to experience a spectacular shopping experience unlike any other! Henkel, the company behind some of your favorite professional hair brands like PRAVANA, Sexy Hair, and Kenra Professional, has just launched SALONORY— a first-of-its-kind e-commerce site exclusively for the professional hair salon community.
Amid a rapidly-evolving global marketplace, the new online platform seeks to be a one-stop shop for stylists and their product needs, whether it be vibrant hair color and lighteners or luxurious after-care. Following a B2B direct mobile-optimized model, SALONORY allows shoppers to click, shop, and stock up on over 1,500 products from over 10 of their favorite Henkel brands in one seamless destination— all while enjoying the convenience of direct delivery straight to their door.
Speaking about the motivations for creating the site, Head of Regional Digital Marketing and the U.S. eShop, Henkel North America, Tanuja Singeetham shared, “We’ve seen explosive growth in e-commerce amongst hair salon professionals over the past few years. The SALONORY platform allows us to provide customers with an easy and convenient way to get products delivered directly to them. We know customers expect more personalized and relevant experiences from brands today. SALONORY gives us the opportunity to meet their changing needs and expectations.”
As if salon pros needed even more of a reason to start filling up their virtual carts, SALONORY will be offering shoppers a variety of special promotions as well as the opportunity to earn reward points with every purchase by becoming a member of the SALONORY PRO Rewards Program. These points can be redeemed for full-size products, exclusive vouchers, and salon accessories. Best of all, each month there is the possibility of racking up points even faster thanks to featured double-point products!
“At Henkel, digitalization is a key priority for the organization. The launch of SALONORY further shows our commitment to innovation and the use of digital tools to build powerful customer-focused solutions. SALONORY is a terrific example of the type of new business models and go-to-market approaches that will increase customer proximity and direct interaction with our valuable customer base in this fast-changing marketplace,” said Stefan Mund, Regional Head of Henkel Beauty Care Hair Professional North America.
Ready to start shopping SALONORY? Be sure to head over to the website and create an account. Once customers have been verified as a licensed salon professional, they’ll be granted exclusive access to professional-only pricing and promotions.
To learn more about SALONORY, make sure to sign up for their email newsletter on their website or follow @salonory on Instagram.
To connect stylists across the world who have been forced to stop work because of COVID-19 or are in the process of re-opening, Henkel Beauty Care Professional brands has launched Hairdressers United. The first 24-hour global online hair festival will raise funds for and bring together the salon professional community.
What to Expect
The digital event will give some of the world’s most talented hairdressers the platform to share educational and creative content. This includes hair coloring how-to’s (blonding, balayage, etc.), cut and styling tips (including barber art), up-do tutorials and much more. Beginning Monday, May 4th at 10pm PST, the event will start in Australia and move its way west across 13 time zones.
Hairdressers United will feature 40 hair artists, 19 countries and 9 brands. With appearances by Larisa Love, Antonio Estrada,Taylor Rae, Paul Wintner andmore, the event will educate and entertain. Each hair artist will livestream for 45 minutes to demo their skill.
Any revenue generated from Hairdressers United will go back to the community. And the Fritz Henkel Foundation will match a percentage of donations up to $109,000.
Hairdressers United also aims to set a new Guinness World Record for the longest online hair education seminar streamed over the internet. Instagram and Facebook are hosting the event, with YouTube providing creative content during short breaks between livestreams.
How to See Hairdressers United
You can access the festival for free by tuning in to YouTube on Monday.
And be sure to follow your favorite Henkel Beauty brands on Instagram for more information.
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