Olaplex has launched the nourishing No. 5P Blonde Enhancer Toning Conditioner ($30 ), which is designed to lock in brightness and neutralize unwanted yellow tones as it softens, detangles and strengthens hair.
According to Kline & Co. data, Olaplex was the best-selling bonding brand in independent salons in Q1 2023, with revenue totaling nearly $30 million.
The report notes, "With 36.5% year-over-year growth of consumers searching hair bonding treatments on Google, according to Spate’s analysis of consumer Google search and TikTok trends, the hair bonding market remains dynamic with no signs of slowing down."
Of the latest Olaplex conditioner launch, brand ambassador Bianca Hillier said, "Along with muting brassy tones, the root-to-tip formula and patented technology strengthens, adds shine, and hydrates."
The formulation (full ingredient list below) comprises micro-fine pigments that reportedly reach gaps that may be left by larger pigments in purple shampoos. It also features Olaplex's signature bonding technology, bis-aminopropyl diglycol dimaleate, which helps to maintain strong, healthy-looking blondes and grays, which can often be fragile.
A consumer perception study of 60 women with bleached/color-treated blonde hair found that 87% of participants agreed their hair was less brassy, while the same amount agreed that the conditioner evens tone. Furthermore, 81% saw restored brightness and shine, per Olaplex.
When combining the conditioner with the N°4P Blonde Enhancer Toning Shampoo, 91% of participants agreed their hair was less brassy.
The conditioner is available for purchase at olaplex.com, professional salons and select retailers.
Ingredients: Water (Aqua, Eau), Cetearyl Alcohol, Caprylic/Capric Triglyceride, Cetrimonium Chloride, Behentrimonium Chloride, Phenoxyethanol, Butyrospermum Parkii (Shea) Butter, Parfum (Fragrance), PEG-40 Hydrogenated Castor Oil, PPG-26-Buteth-26, Polyquaternium-7, Isopropyl Alcohol, Ethylhexylglycerin, Citric Acid, Bis-Aminopropyl Diglycol Dimaleate, Sodium Benzoate, Limonene, Hexyl Cinnamal, Acid Violet 43 (CI 60730)
