Olaplex, a brand known for its expertise in hair care, just launched its first hair-adjacent product: a lash serum. The LASHBOND Building Serum has been in the works for about five years according to the brand’s chief marketing officer Charlotte Watson, who says, "It delivers a really unique combination of ingredients, including our new proprietary Peptide Complex Technology and our exclusive, patented Bond Building Technology. We blend those with hyaluronic acid and biotin for this truly innovative and safe formula."
This lash-building serum supports the natural growth cycle and lash retention and helps people achieve more conditioned, healthier-looking lashes in as little as two weeks. The ophthalmologist-tested formula is friendly for those who wear contacts, as well as beauty lovers who get lash lifts, lash extensions and false lashes.
Bond-Building Lash Serums
The LASHBOND Building Serum is Olaplex's First Hair-Adjacent Product
Trend Themes
1. Hair-adjacent Beauty Products - With hair care brand Olaplex branching out into lash serums, there is an opportunity for other hair care companies to expand their product offerings in the beauty industry.
2. Proprietary Peptide Complex Technology - As Olaplex advertises its new LASHBOND Building Serum as containing proprietary Peptide Complex Technology, there is an opportunity for other companies to develop and market their own unique ingredient technologies.
3. Ophthalmologist-tested Beauty Formulas - Given that Olaplex's LASHBOND Building Serum has been ophthalmologist-tested and approved for use by contact wearers, there's a possibility of a wider market for eye-friendly beauty products.
Industry Implications
1. Hair Care - Olaplex's brand expansion into a new product line makes room for other companies in the Hair Care industry to do the same and explore other body parts that could benefit from similar or complementary products.
2. Beauty - The increasing demand for lash serums highlights the opportunity for Beauty industry companies to expand product lines to cater to consumers who want to achieve natural-looking yet fuller-looking lashes.
3. Eye Care - Companies who create beauty products that complement eye conditions like contact lens wear and frequent wearing of false lashes can dive into creating more innovative eye-care products that truly promote eye health.