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OLAPLEX has revealed a new brand campaign, Designed to Defy, in partnership with actress Nicola Coughlan, creative entrepreneur Jenna Lyons and Olympic gold medallist Sydney McLaughlin-Levrone.  

The new campaign marks a cinematic celebration of the power of healthy hair and showcases how confidence, creativity and self-expression all begin with a strong foundation.  

The film features Coughlan, Lyons and McLaughlin-Levrone, who all defy expectations in their respective industries, and captures authentic moments with the talent’s personal hair stylist to highlight the confidence that comes with radiant, healthy hair.  

Amanda Baldwin, CEO of OLAPLEX, says: “When the industry said ‘You can’t do that with hair,’ our patented bond building technology gave professionals the power to transform hair and consumes the freedom to style without limits.”

“OLAPLEX pushed past those boundaries, proving there are no limits to what hair care can achieve. This campaign brings that fearless spirit to the forefront, reaffirming OLAPLEX as the brand that shows incredible style and healthy hair can coexist,” Baldwin explains.

The campaign builds on the brand’s new bold vision which amplifies its commitment to foundational hair health rooted in its legacy of category-creating science.