Olaplex Unveils Mixed Q1 Results Amid Strategic Pivot Toward Total Hair Health

Olaplex is forecasting full-year fiscal 2025 net sales of $410-431 million, compared to $423 million in fiscal 2024. While adjusted gross profit margin is expected to be relatively flat (70.5-71.5% in 2025, compared to 2024's 71.4%), adjusted EBITDA margin is expected to drop drastically from 2024's 30.7% to a range of 20-22% in 2025. 

The news comes as Olaplex revealed Q1 2025 net sales of $96,978,000, a drop of 1.9% from the same period of 2024.

Specialty retail, which comprises the brand's largest channel, increased 12.0% in the first quarter to $38.6 million, while professional decreased 10.9% to $34.5 million and direct-to-consumer decreased 7.2% to $23.9 million.

Amanda Baldwin, Olaplex's CEO, noted, "We had a solid start to the year as the quarter marked continued progress on our transformation and our Bonds and Beyond strategy, with first quarter sales coming in ahead of our expectations. As we look ahead, we believe in our ability to navigate the dynamic environment and will continue to invest behind our strategic priorities."

As Baldwin pointed out, the mixed results come amid a major shift in brand strategy. 

In February 2025, Olaplex announced a significant pivot toward total hair health. The flagship product of this new direction? The No.0.5 Scalp Longevity Treatment, a scalp serum that, combined with the brand's No.3 Hair Perfector, can provide "lasting hair health from root to tip."

The move was in line with a wider trend toward hair wellness.