OLAPLEX: A Major UK Launch at Boots with 36-Store Rollout
One of the world’s most-loved premium haircare brands, OLAPLEX, has officially made its debut on UK high streets. Following its $1.4 billion acquisition by Henkel in July 2026, the brand launched at Boots on October 9, marking the first time its iconic bond-building technology has been made available to consumers nationwide through the pharmacy giant.
The rollout, which began with 36 Boots stores across the UK, is also available online at boots.com. A full nationwide rollout is expected to be complete by the end of November 2026. The launch includes OLAPLEX’s best-known products across treatments, shampoos, conditioners, and styling — all built around its patented bond repair technology that works at the molecular level to strengthen and rebuild damaged hair.
Boots confirmed that OLAPLEX had become one of the most searched-for premium haircare brands on its website over the past three months among brands not previously stocked by the retailer. Alice Rafferty, Director of Luxury Beauty & Cosmetics at Boots, hailed the launch as “a fantastic opportunity to bring one of the most recognised names in haircare” to customers.
The expansion at Boots adds to OLAPLEX’s growing UK profile. The brand recently entered the fragrance category and launched its first dry styling product, Shape Set Hairspray, in August. The partnership with Boots marks another step in the brand’s post-Henkel era of accelerated retail growth.
Source: TheIndustry.beauty — Olaplex Lands at Boots, October 12, 2026