Henkel's Olaplex buy meets Dyson's travel push as curl launches land

Analysis

Ownership is the week's biggest story: Henkel has acquired Olaplex, a deal framed as the company's second chance at a turnaround following the bond-builder brand's IPO undoing, and one that raises the question of whether it can restore Olaplex's core identity ^[1]. The commercial timing is notable, because Olaplex is simultaneously pushing into new territory with its first curl-focused shampoo and conditioner ^[2]. Coverage has been broadly hands-on rather than announcement-led: Forbes trialled the Curly No 4. and No 5. shampoo and conditioner on type 4 hair ^[3], while Allure tested the new hydrating curl shampoo and conditioner across three hair textures ^[2]. For UK retail teams, the brand's back catalogue also remains in play, with The Independent publishing a beauty expert's edit of 11 recommended Olaplex products ^[4].

On the tools side, Dyson dominates. The Dyson Supersonic Travel has landed as a dryer pitched squarely at holiday hair problems, described by Expert Reviews as a premium fix ^[5] and by Grazia Daily UK as a solution that makes holiday hair troubles a thing of the past ^[6]. The Cut went further, suggesting the device could replace a writer's other hair dryers ^[7]. Separately, the Dyson Airwrap I.D. has drawn a strongly positive UK review from HuffPost UK ^[8].

Category context comes from t3.com's refreshed best hair dryer 2026 guide, which frames the market around quick, frizz-free drying for all hair types ^[9]. For treatment-led routines, The Guardian's Sali Hughes set out a three-minute approach to repairing hair without scissors or faffing ^[10].