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Olaplex’s ‘Broke My Hair’ Problem Is a TikTok Cautionary Tale

The hair care brand pitched investors on social media buzz, but it’s now being plagued by online complaints. The company says its products are safe and effective.
Olaplex hair repair-focused products.
Olaplex hair repair-focused products. (Instagram/@olaplex)

It was the opposite of the celebrity endorsements typical of social media. Earlier this month, Kristin Cavallari went on Instagram to tell her 4.5 million followers why they shouldn’t use one of the trendiest products out there.

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Further Reading

Olaplex Created a $10 Billion Buyout Bonanza

A hair care start-up that was helped out of obscurity by an endorsement from Kim Kardashian is on track to earn its private equity owner one of the biggest and fastest payouts in the history of the industry.

What’s Next for Olaplex

With an IPO under its belt, the haircare brand is looking to keep the momentum going and new competition at bay.

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