OLAPLEX Reshapes the Rules of Performance Styling with Shape Set™ Hairspray
OLAPLEX, the company that pioneered bond-building science and transformed how the world approaches hair repair, enters performance styling with the launch of Shape Set™ Hairspray, a damage-defying hairspray designed to reshape what consumers and professionals can expect from the category.
Shape Set™ extends OLAPLEX’s science-first approach to hair health into styling, bringing damage repair directly into the styling routine by creating a hairspray that delivers on the finished look while helping strengthen and protect the hair underneath. Powered by new Bond Set™ Technology, the brushable, buildable formula 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.
Developed with the needs of professional stylists at its core while addressing the stiffness, crunch and damage consumers often associate with hairspray, Shape Set™ brings professional-level performance into a flexible, touchable formula designed to become part of everyday styling.
“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 Set™ 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 Set™ 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.
The result is a new approach to hairspray: professional-level control and shape retention paired with OLAPLEX repair technology.
“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 Set™, we engineered two levels of performance: Bond Set™ 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 Set™ delivers the control and versatility professionals rely on behind the chair in a format designed to translate seamlessly into consumers’ everyday routines. Its fine, fast-drying mist can be layered for additional hold, brushed through and reshaped again and again without the traditional hairspray feel. In consumer testing, 97% agreed their hair felt touchable after use, demonstrating that high-performance hold does not have to mean stiff or crunchy hair.
“For me, great styling has never been about forcing hair into place — it’s about working with the hair and giving it the support to hold the shape you’ve created,” said Vernon François, celebrity hairstylist and OLAPLEX Global Ambassador. “That’s what excites me about Shape Set™. I can build the level of hold I need while the hair still feels like hair — touchable, flexible and full of movement. As professionals, we’ve been asking OLAPLEX for this kind of innovation for more than a decade: something that gives us serious control and performance while respecting the integrity of the hair.”
Shape Set™ debuts in the next installment of OLAPLEX’s “Science Never Looked So Good” campaign, with Chloe Fineman reprising her role as Chief Hair Officer. Back in the OLAPLEX lab for round two, Fineman puts the brand’s new damage-defying hairspray to the test, demonstrating flexible, high-performance hold through her signature humor and OLAPLEX science.
Shape Set™ 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.
Shape Set™ Hairspray is available at Amazon, OLAPLEX.com, Sephora, Ulta, SalonCentric, Beauty Systems Group (BSG) and TikTok Shop
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OLAPLEX Shape Set Hairspray – $34 USD
About OLAPLEX
OLAPLEX is a foundational health and beauty company powered by breakthrough innovation and the professional hairstylist. Born in the lab and brought to the chair, our products are designed to enable Pros and their clients to achieve their best results and to provide consumers with a holistic healthy hair regimen. Founded in 2014, OLAPLEX revolutionized prestige hair care with its category creating Complete Bond Technology™, which works by protecting, strengthening and relinking all three bonds during and after hair services. Since then, OLAPLEX has expanded into a full suite of hair health formulas. OLAPLEX’s award-winning products are sold globally through an omnichannel model serving the professional, specialty retail, and direct-to-consumer channels.
About Henkel in North America
Henkel’s portfolio of well-known brands in North America includes all®, Purex® and Persil® laundry detergents, Snuggle® fabric softeners, Dial® soaps, Schwarzkopf® hair care, as well as Loctite®, Technomelt® and Bonderite® adhesives. With sales about 6.1 billion US dollars (5.4 billion euros) in 2025, North America accounts for 26 percent of the company’s global sales. Henkel employs more than 7,000 people across the U.S. and Canada. For more information, please visit www.henkel-northamerica.com and on X @Henkel_NA.
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About Henkel -- FOR INTERNATIONAL
With its brands, innovations and technologies, Henkel holds leading market positions worldwide in the industrial and consumer businesses. The business unit Adhesive Technologies is the global leader in the market for adhesives, sealants and coatings. With Consumer Brands, the company holds leading positions especially in laundry & home care and hair in many markets and categories around the world. The company's three strongest brands are Loctite, Persil and Schwarzkopf. In fiscal 2025, Henkel reported sales of about 20.5 billion euros and adjusted operating profit of around 3.0 billion euros.
Henkel’s preferred shares are listed in the German stock index DAX. Sustainability has a long tradition at Henkel, and the company has a clear sustainability strategy with specific targets. Henkel was founded in 1876 and today employs a diverse team of around 50,000 people worldwide – united by a strong corporate culture, shared values and a common purpose: "Pioneers at heart for the good of generations.” More information at https://www.henkel.com/
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