When most people think of hairspray, the first word that comes to mind is "stiff." After spraying, hair can feel like it's coated in a shell—impossible to run a brush through. That's precisely why many younger consumers have all but given up on the product in recent years. Olaplex CEO Amanda Baldwin told *Vogue* that this exact frustration was the starting point for the brand's three-year development of its new Shape Set Hairspray.
Twelve years since its founding, Olaplex has built its brand identity around patented technology that "repairs hair bonds from within," with its shampoos, conditioners, hair oils, and masks now firmly established as bestsellers. "We've always built our authority in hair health through bond-rebuilding technology," Baldwin said. As the brand steps into hairspray for the first time, she emphasized that this wasn't about entering a category for its own sake—it was about proving that long-lasting hold and healthy hair don't have to be mutually exclusive.
At the heart of Shape Set is what Olaplex calls Bond Set Technology, an encapsulated peptide complex that, according to the brand, penetrates deep into the hair shaft to reconnect broken disulfide bonds. Another patented complex, Shape Preserve Complex, combines flexible-hold polymers with plant extracts, formulated to tame frizz, withstand heat up to roughly 232°C (450°F), and provide UV protection. The formula also includes moisturizing ingredients like panthenol to preserve shine and a soft feel. Olaplex Chief Scientific and Research Officer Lavinia Popescu described traditional hairsprays as "basically glue—once your hair is set, that's it," whereas Shape Set is designed to deliver lasting hold while keeping hair touchably soft.
