Olaplex’s tangled legal battle over hair care secrets. You won’t believe what’s at the root of it all.
Olaplex is one of those brands that seeped into the collective conscious overnight. One day we were all dousing our hair with L’Oréal’s latest hair oils, and the next it was all Olaplex hair masks turned into sleek buns and luscious locks. It was a hair revolution in its own right; a brand that finally targeted more specific hair cancerns and provided solutions which influencers and normal people alike (that isn’t to say influencers aren’t normal people, but you get the gist) all raved about in equal measure.
So how on earth did Olaplex end up with a $75K Lawsuit?
It’s all thanks to a compound called lilial. Lilial, also known as butylphenyl methylpropional or Lysmeral, is a synthetic fragrance compound used in perfumes, cosmetics, and personal care products. It has a floral scent that is similar to lily of the valley and is often used to add a fresh, clean note to fragrances. However, it has been associated with skin irritation and allergies in some individuals, and its use in cosmetics and personal care products is regulated in some countries. In the European Union, the use of Lilial in cosmetic products is limited to a maximum concentration of 0.01% in leave-on products and 0.1% in rinse-off products.
But it’s not just this nifty compound that’s got Olaplex into this mess. Pantheol also seems to have done the brand quite some harm. Also known as provitamin B5, it is a water-soluble vitamin that is commonly used in cosmetics, skincare, and hair care products. The problem? That it causes dermatitis for some women.
Who Is Suing?
It’s a group of 30 women in California, who claim to have been personally affected by Olaplex’s ingredient list and misleading marketing. As part of the lawsuit, these women attack the celebrities and influencers which have partnered with he brand to promote its products, but have failed to acknowledge the paid partnerships. In addition to this, there is criticisms towards the brands alleged product testing, the results of which have never seen the light of day until last week.
As per the effects that Olaplex products have had on them, they claim hair loss, bald spots and brittle hair damage – and more people seem to be joining the cause. The brand is facing quite the backlash on socials, with people criticising the Olaplex empire in full bloom.
When and how they will get out of this one, is yet to be determined.