Olaplex widens beyond bond repair as Airwrap discounts dominate coverage

Analysis

Olaplex has had an unusually broad week of coverage. The brand has moved outside hair care entirely, breaking into the fragrance category with a limited edition hair and body mist ^[1]. In parallel, its new No.7 shine serum hair oil mist drew a positive first-person review from Bustle, framed as solving a long-standing hair pet peeve ^[2]. The mist format is the common thread across both launches ^[2][1], suggesting Olaplex is testing lighter, spray-based textures alongside its established range. Consumer-facing education is keeping pace: UK title Mamabella published an explainer covering what Olaplex is, what it does and how to use No.3 at home ^[3], indicating that at-home bond treatment routines still need basic guidance rather than assumed familiarity.

Tools coverage was dominated by Dyson. The Airwrap ID carried £150 off during the final stretch of Amazon Prime Day, flagged by The Independent's IndyBest team ^[4], while Cosmopolitan ran a review arguing the Airwrap justifies its price, particularly against what it called a rare 30% off deal ^[5]. Trusted Reviews put the Airwrap head to head with the GHD Chronos for buyers weighing the two ^[6], a useful signal that the premium multi-styler race is now a two-brand conversation at retail.

Elsewhere, editorial buying guides clustered around core categories: Who What Wear published a tested roundup of the 11 best hair straighteners ^[7], British Vogue selected nine hair dryers spanning all hair types ^[8], and Good Housekeeping backed hair dryer brushes as the route to foolproof at-home blowouts ^[9].