Article #2162

Even the promise of stronger, healthier hair could never quite tempt me to use products as opposed to cutting it. Until now …

There are few brands one can credit with having changed the beauty game, but the launch of Olaplex just over a decade ago invalidated the assertion that the only way to fix damaged hair is to cut it.

It used a patented ingredient (the unpronounceable bis-aminopropyl diglycol dimaleate) to strengthen and rebuild all types of hair bonds ravaged by bleach, colour and other chemical or heat treatments.