Henkel is doubling down on premium beauty with its $1.4bn acquisition of Olaplex, signalling a strategic shift toward high-margin, science-led brands.

The deal brings together Olaplex’s strong professional and DTC presence (particularly in North America) with Henkel’s global scale, unlocking new opportunities for innovation and international growth. More than a portfolio add, the move reflects Henkel’s ambition to strengthen its position in premium hair care and accelerate its consumer brands transformation.