Henkel is reportedly exploring a potential takeover of Olaplex as the U.S.-based haircare brand grapples with slowing sales and intensifying competition, even as it continues to resonate strongly with Gen Z consumers. Industry insiders suggest the move could bolster Henkel’s beauty portfolio by adding Olaplex’s cult-favorite bond-building technology and digital-first marketing strength, while providing Olaplex with the scale and resources needed to stabilize growth. The talks highlight the shifting dynamics of the global haircare market, where legacy players are seeking to capture younger audiences and leverage science-driven innovation to stay competitive. Henkel, of course, is home to hair care brands such as Schwarzkopf, Syoss, Joico and Kenra.