Olaplex enters hairspray as ELC builds regional Hair Care Hub

Analysis

Olaplex has moved into the dry styling category with its first hairspray, a launch positioned by Vogue as a prompt to "rethink hold" ^[1][2]. The debut marks the bond-building brand's entry into the hair spray category, a segment it has not previously played in ^[3]. For UK retailers and salon buyers, it signals continued category stretch from a brand best known for treatments into styling adjacencies ^[3][2].

On the corporate side, Estée Lauder Companies has established a regional Hair Care Hub, led by newly appointed VP and General Manager Kathleen Mitchell ^[4]. The move indicates the group is giving hair care dedicated regional leadership and structure rather than managing it within broader beauty divisions ^[4].

Tools remain the most crowded battleground. ghd's new interactive styler drew a strong review from Refinery29, whose tester said the Sculpt interactive straightener replaced all her old hot tools ^[5]. Dyson's Supersonic dryer continues to attract fresh appraisals, including a curly-hair review in Good Housekeeping and a separate hands-on verdict published by Cathay Pacific ^[6][7]. InStyle, meanwhile, published results from testing more than 100 dryers spanning Dyson, Shark and others to identify the best performers ^[8]. Price gaps are driving the value story: The Sun reported that Aldi shoppers can pick up a Dyson Airwrap dupe that is £354 cheaper, back on sale from that day ^[9].

On regulation, Central Bylines asked whether Black women are being failed by current hair care rules — a question UK brands and regulators should expect to face again ^[10].