Olaplex Launches Shape Set Hairspray for $38
Olaplex introduces Shape Set hairspray, priced at $38, promising 96-hour hold, heat protection up to 450°F, and its Bond Set Technology for damage repair. The product is available at multiple retailers and is part of a new campaign featuring actress Chloe Fineman.
Olaplex has launched Shape Set hairspray, priced at $38, aiming to deliver long-lasting hold without stiffness. The new styling product promises 96-hour hold and heat protection up to 450°F, while incorporating the brand’s Bond Set Technology.
Product Overview
Shape Set is marketed as the first styling product from Olaplex, a company best known for its bond-building repair line. The hairspray is designed for both professionals and consumers, and it is suitable for all hair types, textures and colours. According to the company, the formula contains moisture-replenishing actives and high-reflective index glossing agents that infuse strands with weightless nourishment, hydration and high-wattage shine. A “shape preserve” complex provides flexible hold through high-performance polymers and a plant-based extract that locks in finished looks. The product also offers clinically proven frizz control and UV protection.
Technology and Ingredients
The hairspray’s core innovation is Bond Set Technology, an encapsulated peptide that is said to relink broken disulfide bonds, strengthening the hair from the inside out. Chief Science and Innovation Officer Lavinia Popescu explained that the technology works within the hair, while flexi-hold polymers create a flexible network around the strand that allows movement and touchability. The combination is claimed to deliver lasting hold without rigidity.
| Feature | Value |
|---|---|
| Hold duration | 96 hours |
| Heat protection | up to 450°F |
| Price | $38 |
The formulation also includes high-performance polymers and a plant-based extract that help protect hair integrity during and after styling. The product claims to protect hair during up to 450°F heat and UV exposure, and to provide 96-hour hold.
Marketing and Availability
Olaplex will support the launch with a new campaign titled “Re-Shape the Rules.” The campaign features American actress, comedian and Olaplex user Chloe Fineman, who reprises her role as Chief Hair Officer from the earlier No.3 Plus launch. The hairspray is available for purchase today on Olaplex.com, in store and online at Sephora and Ulta Beauty, and also on Amazon and TikTok Shop.
Fragrance Expansion
Shape Set follows Olaplex’s entry into fragrance in June with a limited-edition Signature Hair and Body Mist. The scent is a blend of grapefruit zest and sugared mint, a fragrance profile that also appears in the brand’s No.3 Hair Perfector and No.7 Bonding Oil. The move into fragrance underscores the company’s broader strategy to expand its approach to hair health and lifestyle.
The Henkel-owned brand continues to push its science-backed ethos into new product categories, aiming to reshape the rules of what a hairspray can do while maintaining hair health.
