Hair care brand Olaplex taps Wong as CEO

Olaplex, a hair care brand, has named JuE Wong as CEO.

Olaplex, a hair care brand, has named JuE Wong as CEO. Her appointment is effective immediately. Previously, Wong was CEO of Moroccanoil. Olaplex is backed by Advent International.


SANTA BARBARA, Calif.–(BUSINESS WIRE)–Olaplex (“the Company”), a prestige and professional hair care brand, today announced the appointment of JuE Wong as Chief Executive Officer, effective immediately. As CEO, Wong will lead the Company’s continued growth with a focus on broadening Olaplex’s product line, enhancing customer loyalty and expanding global distribution.

“Olaplex has emerged as one of the largest independent hair care brands in the world, and I am thrilled to be joining at such an exciting time for the business,” said Wong. “The brand has successfully differentiated itself and is widely recognized among haircare professionals for creating the bond-building category. I look forward to working with the entire Olaplex team to deepen the brand’s strong customer recognition globally and further develop its ability to speak and sell to consumers directly.”

Olaplex was founded in 2014 by beauty industry veterans Dean and Darcy Christal, who commercialized a revolutionary, patented technology that protects and repairs hair from damage. Word of “The Power of Olaplex” spread among hair stylists, and the brand quickly became a global sensation, paving the way for a completely new category of hair care called “bond-building.” In November 2019, Advent International agreed to acquire Olaplex, recognizing its differentiated offering and growth potential. The acquisition was completed on January 8, 2020.

“We are honored to announce JuE as CEO of Olaplex,” said Tricia Glynn, a Managing Director at Advent. “She is a dynamic and experienced leader with a deep knowledge of the lifestyle and beauty industry. Her successful track record of delivering consistent results for brands seeking to grow market share, expand globally and build enduring consumer relationships makes her the right person to drive Olaplex’s ambitious growth plan.”

Wong most recently served as the CEO of Moroccanoil, the global leader in argan oil-infused beauty, spearheading the growth of its profile and product portfolio, while also serving as a member of its Executive Board. She has served in numerous leadership roles throughout her career, developing a strong track record for both propelling emerging beauty and lifestyle businesses and globalizing established brands. Prior to joining Moroccanoil, Wong served as President of Elizabeth Arden, CEO of Strivectin and CEO of Astral Health & Beauty and held numerous leadership roles at companies including Dial Corp., Murad Inc., NV Perricone MD Ltd., Cargill Inc. and PepsiCo.

Olaplex is a revolutionary brand that paved the way for a new category of hair care called “bond-building,” the process of protecting, strengthening and rebuilding broken bonds in the hair during and after hair services. The brand’s products have an active, patented ingredient that works on a molecular level to protect and repair hair from damage. Founded in 2014, Olaplex quickly became a global sensation as word of its remarkable hair repair capabilities spread and the brand earned the trust and devotion of a loyal community of hair stylists. Today, Olaplex is one of the largest independent hair care brands in the world, selling through both the professional and consumer channels. To find out more, please visit our website at

Founded in 1984, Advent International is one of the largest and most experienced global private equity investors. The firm has invested in over 350 private equity transactions in 41 countries, and as of September 30, 2019, had $57 billion in assets under management. With 15 offices in 12 countries, Advent has established a globally integrated team of over 200 investment professionals across North America, Europe, Latin America and Asia. The firm focuses on investments in five core sectors, including business and financial services; health care; industrial; retail, consumer and leisure; and technology. After 35 years dedicated to international investing, Advent remains committed to partnering with management teams to deliver sustained revenue and earnings growth for its portfolio companies. For more information, visit or