economy
March 26, 2026
A 4,000 dinar bottle was worth billions: Henkel takes over brand
German conglomerate Henkel announced today that it is acquiring the American hair care brand Olaplex for around 1.4 billion dollars (1.21 billion euros), as part of its strategy to strengthen its beauty business.
TL;DR
- Henkel is acquiring Olaplex for about $1.4 billion (1.21 billion euros).
- The acquisition is part of Henkel's strategy to strengthen its beauty business.
- This move shifts Henkel's focus from traditional consumer goods to more profitable, high-value segments.
- Olaplex is a premium brand with a strong presence in salons and online retail.
- Olaplex generated approximately 370 million euros in revenue in 2025 with high profitability.
- The acquisition aims to drive further growth and innovation in the hair care segment, particularly in premium products.
- Henkel is known for brands like Persil and Schwarzkopf and seeks greater presence in the US market.