That's the premise behind its "Designed to Defy,"  campaign, now running across digital, CTV/OTV and OOH channels.

Creative is courtesy of Droga 5, part of Accenture Song. Olaplex’s strategic repositioning was supported by Fundamentalco. This is the brand's first multichannel creative campaign.

The spot features actress Nicola Coughlan, entrepreneur Jenna Lyons and Olympian Sydney McLaughlin-Levrone. Professional stylists Halley Brisker, Jenna Perry and Naeemah LaFond are part of the mix, using Olaplex to enhance their clients.

The ad is augmented by experiential events in New York, where attendees get a digital hair analysis at the Bond House Pop-Up.

The company also launched No. 0.6 Scalp Longevity Treatment, a serum to aid long-term scalp and hair health.

"We wanted the campaign to embody what Olaplex has always enabled — the confidence you feel with a great hair day. We know that with a foundation of healthy hair, your styling possibilities are endless," said CMO Katie Gohman. "We have been building a marketing engine that truly reflects this vision, and we're thrilled to see it come to life with both the pro and their client at the center.  This is just the beginning of an exciting new chapter for Olaplex."

Droga 5's client work includes Coors Light, Paramount+ and JPMorgan-Chase Sapphire.