Olaplex haircare enters travel retail arena in partnership with Dufry

Olaplex haircare prepares to target new consumers with global travel retail debut.

Prestige haircare brand Olaplex – a pioneer within the bond-building repair category – is set to make its global travel retail debut with Dufry at 12 UK airport locations, including London Heathrow, London Gatwick, London Stansted, Liverpool John Lennon, Birmingham and Leeds Bradford.

Olaplex is known for its scientifically proven technology, featuring star ingredient Bis-Aminopropyl Diglycol Dimaleate, which is designed to restore damaged and compromised hair.

Vegan, cruelty-free haircare

The vegan, cruelty-free product portfolio is suitable for all hair types, and works to counter issues caused by heat styling, chemical procedures, mechanical damage, environmental damage, and lifestyle/physiological changes.

The full Olaplex haircare collection will be available in travel retail, in addition to special travel sizes for the best-selling No.4 Bond Maintenance Shampoo and No.5 Bond Maintenance Conditioner.

The Olaplex portfolio is known for its bond-building repair properties, and is suitable for all hair types.

“We are thrilled to be partnering with Dufry,” noted Olaplex CEO JuE Wong. “Through this partnership we can reach even more consumers globally who want to address their damaged hair by truly giving them a solution in the very first application.

“This expansion complements our current specialty retail presence, further advancing our positioning as a leader in haircare and reinforcing our omnichannel presence in prestige haircare.”

Dufry UK Head of Beauty Delphine Poultney commented: “We are always striving to deliver new, exciting and “must-have” brands to our customers. Olaplex is a leader in prestige haircare and a much sought-after brand and we are therefore delighted to be able to make this great product available first of all, in our stores in the UK.”

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