Amanda Baldwin on Leading Olaplex Into Its Next Era
Amanda Baldwin is a name synonymous with category-defining innovation. From reshaping SPF as the CEO of Supergoop! to holding senior marketing roles at Dior Beauty and Clinique, her trajectory has been marked by sharp strategy and an eye for the future. Now, as CEO of Olaplex, she steps into a brand rooted in science and cult status — one that pioneered bond-building technology and transformed haircare as we know it.
Since joining Olaplex in December 2023, Baldwin has redirected the brand’s creative and strategic approach. She introduced red as a secondary colour to the brand’s signature black and white, adding boldness and warmth to its visual identity. Under her leadership, Olaplex has adopted a more human-first lifestyle lens — from working with Bridgerton’s Nicola Coughlan to spotlighting the natural movement and motion of hair post-treatment. It’s a shift that blends efficacy with emotion, repositioning the brand not just as a scientific breakthrough, but as a beauty ritual rooted in feeling.
In this exclusive interview with Cake The Mag, she reflects on leadership, the future of the brand, and what it means to build not just bonds, but belief.
You’ve led everything from SPF-led skincare to luxury beauty. What excited you most — and maybe intimidated you — about taking on Olaplex?
Before Olaplex, I spent seven transformative years leading Supergoop!, where we didn’t just sell SPF — we changed the way people thought about sun care. We scaled a movement through bold storytelling and breakthrough product innovation.
What drew me to Olaplex was a similar spark: the chance to steward a category-defining brand into its next phase of growth. Olaplex invented bond-building and transformed how we think about hair health. Now, the challenge is to build on that foundation — to deepen our impact while staying true to our scientific roots, across every touchpoint, from the salon chair to our shower shelves.
Olaplex is often called the holy grail of bond repair. But what do you think people still don’t know about the brand?
Ten years ago, Olaplex disrupted the industry. Since then, we’ve continued to build bonds — not just in hair, but between science and style, pro and consumer, artistry and innovation. What’s often overlooked is the foundational role our professional community plays. This brand wasn’t just born in the lab — it was made famous in the salon chair. Stylists were our first believers, and their relationship with clients is the soul of our story. That trust, that transformation — that’s our muse.
Can you share something about Olaplex’s science that would surprise even those outside the chemistry world?
We didn’t just enter the bond-building category — we created it.
Olaplex remains the only brand with a patented molecule, Bis-Aminopropyl Diglycol Dimaleate. While the name is complex, the benefit is simple: it permanently repairs broken disulfide bonds, the very architecture of hair. This isn’t surface-level conditioning. It’s science that restores strength from within, empowering hair to be healthier, more resilient — and ready for whatever transformation comes next.
As a woman in leadership, especially in beauty, how has the landscape shifted since you began your career?
Leadership is a lifelong practice — one that evolves constantly. Early in my career, I looked up to the women around me. Today, I’ve learned that leadership isn’t about knowing all the answers. It’s about setting vision, asking the right questions, and inspiring people to do their best work. I do think women often bring a heightened emotional intelligence to the table. Empathy and awareness — they matter, especially when you’re leading teams into the future.
You’ve worked across some of beauty’s biggest names. Was there a moment you felt, ‘I’ve made it’?
To me, success isn’t about a single moment — it’s a collection of milestones. I’ve had the privilege of launching products, growing brands, stepping into roles I deeply believed in. But what stays with me most are the moments when my team thrives. When someone stretches into something new or realises their own potential — that’s the kind of success that matters most.
You oversee everything from strategy to product development. How do you stay energised without burning out?
The diversity of my day is part of what fuels me. I can go from a financial review to a product brainstorm to a salon visit — and I love that. Even in college, I gravitated toward interdisciplinary work. I’ve always been fascinated by the connections between disciplines, and this role lets me live at the intersection of creativity, business, and science.
You’re a CEO, a mother, and a woman carving out time for herself. What does balance look like to you?
I’ve stopped chasing balance and embraced integration. That might mean helping with homework between Zooms, or watching a baseball game after a week on the road. I’ve grocery-shopped from airport security lines — it’s messy, but it’s real. And for myself? I’ve learned to take joy in the small moments: a great book on a plane, a gallery stop between meetings. Even thirty minutes can be restorative.
What’s one underrated hair product or tip you think deserves a cult following?
Our Bond Shaper Curl Rebuilding Treatment. It’s game-changing for curls and waves. I have naturally wavy hair, and I’ve seen firsthand how it transforms definition, bounce, and overall health. It’s more than a styling product — it’s true care from within. I’m looking forward to experimenting with it this summer.
And finally, what’s one beauty myth you’d love to cancel for good?
That beauty has one definition. It never has. The most powerful kind of beauty is the one you define for yourself — on your own terms, in your own time. That’s not a trend. That’s a truth.
