How Henkel’s Acquisition of Olaplex Could Broaden Their Social Reach
Henkel’s $1.4B acquisition of Olaplex isn’t just a portfolio play — it’s a major social growth unlock. Despite now sitting under the same umbrella, the two brands barely share an audience on social media, creating a rare opportunity to dramatically expand reach, introduce each brand to new consumer segments and drive growth through cross-brand storytelling.
The same holds across Henkel’s Got2b, where social audience overlap remains limited — further reinforcing the potential to drive more discovery and growth through a unified social strategy.
Data from Tubular Labs shows little audience overlap between Olaplex and Henkel in the last six months on Instagram, with Olaplex viewers also watching Bio-Oil USA, Gemz and Pantene – all beauty brands.
- Looking at Got2b, their Instagram audience also watches more CPG brands like Winiary, Lion and Pepsi.
- On Instagram, Olaplex generated an over 1,000% increase in views from 2024 to 2025, with 3.2M views in Feb. 2026 alone.
- Henkel generated a 264% increase in views from 2024 to 2025, with 72.4k in Feb. 2026 alone.
- There are 893 cross-platform Olaplex sponsored videos in 2024, 1,061 in 2025 and 152 in 2026 to date
- Henkel had few sponsorship videos in the past two years, with eight total on TikTok in 2024. Got2b was similar, with just three sponsorship videos on TikTok in 2024 and 2025.
Together, the data suggests a clear opportunity: Henkel has the brand portfolio, but not yet the fully activated social engine to match Olaplex’s momentum. Bridging these audiences through more consistent creator partnerships and cross-brand amplification could lead to outsized growth across the entire portfolio.
