Olaplex, a pioneer in bond-building science, officially launches Shape Set, the brand’s first-ever performance styling product— alongside its new campaign “Reshape the Rules,” starring Chloe Fineman, Olaplex’s Chief Hair Officer.
The Shape Set Hairstpray is powered by new Bond Set Technology, a unique, encapsulated peptide that relinks broken disulfide bonds to strengthen, shape and style from the inside out.
With this launch, Olaplex is redefining what hairspray is: not just for special occasions, but something that can be incorporated into everyday styling routines. The Bond Set technology allows for a brushable, buildable formula that delivers 96-hour hold, 96-hour frizz control and 450°F heat protection, while strengthening hair and reducing breakage by 60% after just one use.
Most existing hairsprays force consumers to choose between performance and hair integrity, but this launch was designed to eliminate that compromise as Shape Set delivers long-lasting, high-performance hold without traditional tradeoffs of stiffness, crunch, or dryness.
“Most hairsprays have historically required some kind of compromise — between hold and movement, performance and touchability, or the finished style and the health of the hair,” said Amanda Baldwin, CEO of Olaplex. “Shape SetTM is about eliminating that tradeoff. Damage doesn’t only happen during a chemical service; it happens in the things we do to our hair every day, including how we style it. Bringing repair technology into those everyday moments is a natural progression for Olaplex. With Shape Set, we’re reshaping the rules of what hairspray can do — and it’s an important part of how we will continue to expand our approach to hair health.”
At the center of the formula is Bond SetTM Technology, featuring an encapsulated peptide that relinks broken disulfide bonds to strengthen hair from within as it is styled. It works alongside Flexi-Hold Polymers, which create a flexible network around the hair to help set and maintain its shape without locking strands into a rigid finish. Moisture-replenishing actives and glossing agents support hydration and shine, while the formula provides heat and UV protection during and after styling.
“Traditional hairspray technology is designed primarily to create a film around the hair that holds it in place,” said Lavinia Popescu, Chief Science and Innovation Officer at OLAPLEX. “With Shape SetTM, we engineered two levels of performance: Bond SetTM Technology works within the hair to strengthen its internal structure, while Flexi-Hold Polymers create a flexible network around the strand that allows hair to hold its shape without becoming rigid. That combination is what allows us to deliver lasting hold with movement and touchability, while simultaneously addressing damage.”
Shape SetTM Hairspray is tested on and designed for all hair types, textures and colors. The formula is vegan, color-safe, keratin-safe and extension-safe, and helps protect hair from heat and UV exposure.
