From exclusive gatherings to visionary leadership, Olaplex makes a statement in the Middle East.
Olaplex recently hosted two exclusive events in Dubai to introduce its refreshed identity to a select group of media and influencers as part of its global brand evolution. The activations, hosted by official distributor EIDEAL, were held on April 16, 2025, reflecting the brand’s commitment to innovation, education, and strategic market presence in the Middle East.
A Morning of Vision and Discovery
The day began with an intimate press breakfast at AME Studio in Dubai’s creative hub, Alserkal Avenue. The event brought together editors from regional style and beauty media—Dazed MENA, Cake the Mag, and Mojeh Magazine, among others—who were given a first look at Olaplex’s rebranding.
At the centre of the conversation was Amanda Baldwin, CEO of Olaplex, who shared the company’s renewed vision alongside Mark Coats, International Director of Education. This session wasn’t just about a brand refresh—it was about reinforcing Olaplex’s positioning as a pioneer in bond-building technology and its commitment to leading innovation in professional haircare.
Evening Elegance: A Showhouse Spectacle
Later that day, the spotlight shifted to a lively evening gathering at The Showhouse in the InterContinental Hotel. Errol Douglas, globally celebrated hairdresser and visual artist, took the stage for a dynamic live styling demonstration, showcasing the power and performance of Olaplex products in real time. Attendees—a group of top-tier regional influencers—could also meet Amanda Baldwin in person, providing a rare opportunity for direct engagement with the brand’s leadership.
Curated, Connected, and Consumer-Focused
Both sessions offered guests thoughtfully curated experiences: from gourmet bites and speciality drinks to a bespoke gift bag filled with Olaplex hero products. The brand’s commitment to high-touch hospitality reflects its ongoing strategy of cultivating meaningful relationships with beauty professionals and content creators.
A Strategic Milestone in a Key Market
These exclusive Dubai events, hosted by EIDEAL, Olaplex’s official distributor in the GCC, signal a strategic push into a region where premium haircare is in high demand and evolving fast. The rebranding preview positions Olaplex not just as a product line, but as a visionary force in the future of professional beauty, especially in fast-growing and trend-conscious markets like the UAE.
Olaplex & EIDEAL
Founded in 2014, Olaplex has revolutionised haircare with its patented bond-building technology, rising quickly to global acclaim. Today, it remains a stylist favourite and a top-performing brand in the salon and retail sectors, known for clean formulations and strong social engagement.
EIDEAL, the GCC distributor for Olaplex, Davines, and Comfort Zone, continues to drive premium beauty across the Middle East through carefully curated partnerships and a dedication to excellence.
