Olaplex has named Christoph Kaul as CEO, succeeding Amanda Baldwin who had led the professional hair care brand’s turnaround since 2023.
Kaul will focus on driving innovation at Olaplex, which was acquired by German consumer goods giant Henkel in a $1.4bn deal in March 2026.
He has more than 13 years’ experience at Henkel and most recently served as Regional Head of Strategy and Transformation in the US.
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Prior to this, Kaul spent more than five years at French beauty giant L'Oréal, including roles as product manager between January 2010 and February 2013.
Kaul announced his appointment in a LinkedIn post, and wrote: “I am excited and honoured to share that I have been appointed to lead the incredible team at Olaplex.
“It is a special opportunity to build on the extraordinary foundation created by Amanda Baldwin and her entire team.
“I have tremendous respect for what they have built, and I am grateful to have the opportunity to carry that work forward.”
Baldwin, a former CEO at skin care brand Supergoop!, helmed the business during a challenging number of years for the professional hair care business.
Sales at the business, founded in 2014 by hair veteran Dean Christal, have struggled amid growing competition in the science-focused hair and scalp care market.
Separately, the brand was also mired in legal challenges, which previously included a class action lawsuit over hair loss but saw a court grant Olaplex the motion to sever and dismiss the claims.
However, Olaplex has seen shoots of recovery following the launch of its ‘Bonds and Beyond’ strategy to get the business back on track.
This is focused on three pillars – generating brand demand, harnessing innovation and executing with excellence.
On top of its acquisition by Henkel, the brand also entered the fragrance category in June, with a mist based on the scent of its hair care range.
Kaul continued in the LinkedIn post: “I am looking forward to working closely with the Olaplex leadership team and the broader organisation as we continue our focus on innovation and delivering the performance, quality, and results our customers and consumers trust.
“A big thank you to the entire Olaplex team for the incredibly warm welcome.
“I am excited for this next chapter and all that we can accomplish together.”
Related content:
- Henkel to acquire Olaplex in $1.4 billion deal to strengthen hair care portfolio
- Olaplex breaks into the fragrance category with limited edition scent
- Henkel invests €45 million in warehouse expansion for consumer goods products
- Henkel completes acquisition of Not Your Mother's amid focus on US market
