With a bang, some bonding technology and buildable hold, OLAPLEX has officially entered the hairspray category with Shape Set ($34), which launches today, August 25.
Celebrity colorist and OLAPLEX Global Ambassador Jacob Schwartz, who worked with the formula ahead of the launch, points to its bond-strengthening technology as what sets it apart. “I love the science and technology behind Shape Set Hairspray—it really is one of a kind,” he says. “It has a new Bond Set technology that actually protects and strengthens the hair bonds that other hairsprays don’t have. It’s important to really know what your hair products are doing when you have colored, heat-styled and curly hair.”
Shape Set is powered by that Bond Set technology and delivers up to 96 hours of frizz-free hold with what OLAPLEX calls a “0-percent hairspray feel”—no stiffness, no crunch. It also offers 450°F heat and UV protection, weightless hydration and shine and a reported 60 percent reduction in breakage after one use.
The formula pairs flexible-hold polymers and plant-based extracts with moisture-replenishing and glossing ingredients. Its Bond Set technology differs from the original Bond Building Technology found in bestsellers such as No.3PLUS Complete Repair Treatment ($34) and No.7 Bonding Oil ($32). Rather than relying on the brand’s signature bond-building molecule, Bond Set uses an encapsulated peptide. According to OLAPLEX, both technologies target broken disulfide bonds, but encapsulation allows the peptide to penetrate the hair even when other styling products have already been applied.
Schwartz puts that layerability into practice, applying Shape Set throughout the styling process rather than solely as a finishing spray. “I spray it at the roots for volume and then hit it with the blow dryer, or on sections lightly before using a hot brush or curling iron,” he says. “And then I like to end with spraying overall to really lock the finished look in. I love that it isn’t stiff or crunchy—and it adds so much shine.”
The launch is accompanied by OLAPLEX’s new “Re-Shape the Rules” campaign, fronted by Chloe Fineman. In it, she reprises her role as the brand’s Chief Hair Officer, a title she first took on for the launch of No.3PLUS. A longtime OLAPLEX user, Fineman also regularly works with Schwartz to create her signature looks.
OLAPLEX Shape Set is available online now in full and travel sizes, whether you’re ready to commit to the big one or need a suitcase-friendly option for your next adventure.
