Olaplex (OLPX) Raymond James & Associates’ 46th Annual Institutional Investors Conference 2025 summary

Strategic transformation and vision

• Introduced the Bonds and Beyond strategy, focusing on long-term, sustainable, profitable growth and leveraging the brand's technical foundation and global reach.

• 2024 marked a year of transformation, with new product innovations and a shift toward a data-driven, collaborative culture.

• Financial performance in 2024 was below 2023, attributed to international headwinds and the time required for marketing investments to yield results.

• Early indicators from implemented changes are positive, with a focus on balancing urgency and long-term decisions.

• Assembled a new executive team to drive the transformation and foster a strong organizational culture.

Industry context and growth opportunities

• Premium haircare is forecasted to grow at a 6-7% CAGR from 2024 to 2028, with premium representing only 20% of the haircare market, indicating significant room for growth.

• The convergence of beauty, health, and wellness is shaping consumer preferences, with healthy hair as the top consumer goal.

• Olaplex's technology positions it to address the growing demand for efficacious, health-focused haircare.

Brand strategy and priorities

• The strategy aims to move beyond damage repair to foundational hair health, broadening the addressable market and positioning products for everyday use.

• Empowering professional stylists is central, as they are key influencers and distribution partners in the consumer decision journey.

• The brand seeks to build emotional connections, moving away from a clinical image to one that resonates emotionally with consumers and pros.