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Olaplex Finds Success in Direct-to Consumer, Net Sales Increase

The US hair care company reported a 2.3 percent sales gain, its first in four quarters, and has made inroads on its transformation strategy, chief executive Amanda Baldwin told The Business of Beauty.
Olaplex launches virtual employee.
Olaplex launches virtual employee. (Olaplex)
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Olaplex reported a 2.3 percent increase in net sales in its second-quarter earnings on Thursday to $106 million with a 12.8 percent uplift in its direct-to-consumer sales to $38.5 million, though its speciality retail channel declined some 17 percent.

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About the author
Daniela Morosini
Daniela Morosini

Daniela Morosini is Senior Beauty Correspondent and Special Projects Editor at The Business of Beauty at BoF. She covers the global beauty industry, with an interest in how companies go to market and overcome hurdles.

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