CEO of Olaplex JuE Wong Steps Down

After a turbulent three years, haircare brand Olaplex has decided to replace its chief executive, JuE Wong.

The brand has observed a downward trend in sales, prompting the need for a change in leadership. To revitalize the brand and improve its financial performance, Olaplex has decided to bring in a new chief executive, former Supergoop CEO Amanda Baldwin, who will join in early 2024. This strategic move is part of Olaplex's larger efforts to address its challenges and regain its position in the market.

This selection is a key part of Olaplex's comprehensive efforts to address its current challenges and regain its prominent position in the haircare industry. By bringing in Baldwin, a highly experienced and accomplished leader, Olaplex aims to leverage her expertise and strategic vision to steer the brand toward a successful turnaround.

The appointment of Baldwin as the new chief executive reflects Olaplex's commitment to proactively addressing the issues impacting its sales and overall performance. By embracing this transformative change, Olaplex is signaling its determination to overcome the current obstacles and emerge as a stronger player in the market.

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