Olaplex’s ‘Broke My Hair’ Problem Is a TikTok Cautionary Tale
The hair-care brand pitched investors on social media buzz, but it’s now being plagued by online complaints. The company says its products are safe and effective.
Olaplex raised $1.55 billion in a 2021 initial public offering, but the stock has declined more than 70% since then.
Photographer: David Williams/Bloomberg
It was the opposite of the celebrity endorsements typical of social media. Earlier this month, Kristin Cavallari went on Instagram to tell her 4.5 million followers why they shouldn’t use one of the trendiest products out there.
“This is not an ad — at all,” the 35-year-old reality-TV actress turned beauty influencer and entrepreneur said in a video. Her target was Olaplex, the hair-care brand that has had a rapid rise in popularity thanks in part to rave reviews from celebs like her.