- April 23, 2025
Featuring CEO Amanda Baldwin, Global Award-Winning Hairdresser Errol Douglas, and International Director of Education Mark Coates
OLAPLEX, the globally renowned leader in bond-building haircare, unveiled its rebranding and latest innovations through two exclusive preview events held in Dubai. The activations were hosted by EIDEAL, the official distributor of OLAPLEX in the region. Both events took place on April 16 2025, drawing a total of 23 attendees. The morning session welcomed 7 key media profiles, while the evening gathering brought together 16 top-tier influencers, driving strong editorial coverage and impactful social media visibility around the brand’s refreshed identity.
A Morning of Insights and Innovation
The day began with an intimate media breakfast at AME Studio in Alserkal Avenue. Editors from leading publications, including Dazed MENA, Cake the Mag, and Mojeh Magazine, gathered to hear firsthand from OLAPLEX CEO Amanda Baldwin and Mark Coats, the brand’s International Director of Education. Guests were introduced to OLAPLEX’s refreshed identity and vision for the future, with thoughtful insights shared over specialty coffee and a curated breakfast spread.
An Evening of Creativity and Connection
In the evening, OLAPLEX welcomed a group of top-tier influencers to The Showhouse at the InterContinental Hotel. The immersive experience featured a captivating live hair demonstration by Global Award-Winning Hairdresser and Visual Artist Errol Douglas. The evening offered an opportunity for guests to engage directly with Amanda Baldwin, adding a memorable touch to the night.
Curated Experiences
Across both events, guests enjoyed elevated hospitality with drinks and gourmet finger foods, fostering relaxed and meaningful interactions. Each attendee received a bespoke OLAPLEX gift bag, featuring a selection of hero products that reflect the brand’s commitment to innovation and excellence in haircare.
OLAPLEX’s rebranding preview in Dubai marks a key milestone in the brand’s journey to redefine its presence within the global beauty industry, inviting media and influencers to witness the transformation up close and celebrate the future of haircare.
-ENDS-
ABOUT OLAPLEX
Olaplex is a prestige and professional beauty company and one of the largest independent hair care brands in the world. The company was founded in 2014 by beauty industry veterans Dean and Darcy Christal, who commercialized a revolutionary, patented technology that protects and repairs hair from damage. Word of the product spread among hair stylists, and the brand quickly became a global sensation, paving the way for a completely new category of hair care called “bond-building”. OLAPLEX works to relink broken bonds that are damaged daily as part of the general aging process or from the environment. Ranked as one of the highest engagement hair care brands on social media platforms, Olaplex is a go-to brand for both stylists and consumers. It offers a combination of products exclusive to salons and products available through both the professional and retail channels. All the products in the OLAPLEX line are Sulfate Free, Paraben Free, Phthalate Free, Color-Safe, Vegan and never tested on animals.
ABOUT EIDEAL:
EIDEAL is the official distributor across the GCC for globally recognized brands such as Olaplex, Davines, and Comfort Zone. With a commitment to providing the finest hair and skincare solutions, EIDEAL has become synonymous with luxury, innovation, and quality.
For more information on Eideal, please visit Eideal’s website.
Instagram: @eideal.official @olaplexarabia