Olaplex Wipes Out Last Year’s Losses As Buyout Rumors Ignite Retail Trader Frenzy

• Retail chatter on Stocktwits spiked 2,800% over the last 24 hours, making it the most talked-about company in the consumer and retail space.
• Henkel’s interest in Olaplex comes at a time when the company has struggled to keep up its market valuation.
• Brokerage Northland noted last year that the company's status in the premium hair care market is "underappreciated.”

Shares of Olaplex Holdings, Inc. have jumped 24% over the first five trading days of the year, erasing 2025's losses as renewed takeover chatter involving Germany's Henkel has thrust the stock back into the spotlight.

Retail-trader interest has surged, with Stocktwits message volumes spiking 2,800% over the past 24 hours, making Olaplex the most-discussed name in the consumer and retail space. Over the last 30 days, the number of followers of the stock on the platform has risen by nearly 2%.

The rally accelerated on Wednesday, when OLPX closed up 22%, marking the stock's best session since November 2023.

Olaplex stock slumped nearly 23% in 2025, marking the third straight year in the red.

The German Interest

Bloomberg News on Wednesday reported that Olaplex and the premium shampoo maker Schwarzkopf, owned by Henkel, were in talks about a potential deal that could come together within weeks. Olaplex has noted that its largest shareholder has been Advent International, which reportedly owns 75% of the company.

Henkel’s interest in Olaplex comes at a time when the company has struggled to keep up its market valuation. The company went public in 2021 and, since then, has lost more than 93% of its value.

Olaplex is widely known for its luxury haircare products used in salons and spas. It was founded in 2014, and the products are found in specialty retail as well as direct-to-consumer channels.

Brokerage Northland noted last year that the company's status in the premium hair care market is "underappreciated" and believes the new management team's turnaround strategy has strong foundations for a return to accelerated growth in 2027.

Stocktwits Users’ Reaction

Retail sentiment on Olaplex dipped to ‘bullish’ from ‘extremely bullish’ a day ago, with message volumes at ‘extremely high’ levels, according to data from Stocktwits.

A user on Stocktwits said that the stock could hit $2, and maybe retail investors can take it to $3.

Shares of Olaplex have gained nearly 6% in the last 12 months.

For updates and corrections, email newsroom[at]stocktwits[dot]com.

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