Olaplex enters hairspray as ELC sets up regional Hair Care Hub

Analysis

Olaplex has moved into the hair spray category with its first hairspray, marking the brand's entry into dry styling ^[1][2]. Vogue framed the launch as an invitation to "rethink hold", suggesting the positioning leans on reappraising what hold means rather than simply competing on finish strength ^[3]. For UK retailers and salon stockists, the read-across is that a brand built on bond-building treatments is now pushing into styling adjacencies, a category expansion covered simultaneously by trade and consumer titles ^[3][1][2].

On the corporate side, Cosmetics Business reports exclusively that the Estée Lauder Companies has established a regional Hair Care Hub, led by newly appointed VP and General Manager Kathleen Mitchell ^[4]. The creation of a dedicated hair care structure and leadership role signals that hair remains a priority growth axis inside prestige beauty groups ^[4].

Tools continue to dominate editorial attention heading into autumn. InStyle says it has tested more than 100 hair dryers, including models from Dyson and Shark, to identify the best ^[5], while Woman & Home's beauty team has published a head-to-head comparison of the Shark hair dryer against the Dyson Supersonic for UK readers weighing the two ^[6]. Straighteners are equally contested, with Wirecutter naming its three best hair straighteners of 2026 ^[7] and Glamour publishing its own best-ever-tested ranking ^[8]. Discounting is also in play: Which? has rounded up the best Dyson deals for September 2026 ^[9], and Mashable flagged a $130 saving on the Dyson Airwrap i.d. at Amazon, noting such Dyson deals are infrequent ^[10].