Olaplex Appoints Christoph Kaul as New CEO, Replacing Amanda Baldwin

Executive Change and Acquisition Context

Christoph Kaul has officially taken over as CEO of Olaplex, succeeding Amanda Baldwin, who led the brand's turnaround since 2023. This leadership shift follows Olaplex's acquisition by Henkel in March 2026 for $1.4bn. Kaul brings over 13 years of experience at Henkel, where he served as the Regional Head of Strategy and Transformation in the US. His background also includes more than five years at L'Oréal, where he worked as a product manager between January 2010 and February 2013. Baldwin, a former CEO of Supergoop!, guided Olaplex through challenging years for the professional hair care sector.

Business Challenges and Strategic Pivot

Founded in 2014 by Dean Christal, Olaplex has faced struggling sales due to growing competition in the science-focused hair and scalp care market. The brand also encountered legal hurdles, including a class action lawsuit over hair loss, although a court granted Olaplex the motion to sever and dismiss the claims. Despite these issues, recovery shots emerged following the launch of the 'Bonds and Beyond' strategy, which focuses on generating brand demand, harnessing innovation, and executing with excellence. Beyond the Henkel acquisition, Olaplex entered the fragrance category in June, launching a mist based on the scent of its hair care range.

Implications for B2B Procurement and Brands

For B2B buyers, the leadership change at Olaplex suggests a tighter alignment of innovation with Henkel’s global resources. Procurement teams should monitor whether the new CEO will accelerate supply chain integration or leverage synergies within the Henkel portfolio. For brand owners, this case illustrates that stabilizing core operations through a clear strategy like 'Bonds and Beyond' while expanding into new categories such as fragrance is key to maintaining market trust amidst acquisition and legal challenges. Tracking Olaplex's future moves in R&D and distribution will provide critical insights into the competitive landscape of the professional hair care industry.