The Social Media Rise and Crash of Olaplex

Even by the light-speed standard of social media, Olaplex had a fast rise—and suffered an even quicker backlash.

Founded in 2014, the hair-care company built a following with salon treatments whose bond-building technology addressed common hair complaints: split ends, breakage, frizz and color damage. Olaplex became a byword for hairstylists and beauty influencers, leading the company to make a consumer product line and a splashy Wall Street debut.