The Haircare Treatment That's Still a Total Game Changer for Blondes

Considering it launched some years ago, you would think that the buzz around Olaplex would have died down by now. But nope; it's still the treatment you hear touted as the one thing that can save dyed hair (and surprisingly, non-dyed hair) from frazzling, going crispy or breaking off.

All of this, you could argue, was a result of Kim Kardashian West using the stuff when she went from her natural dark locks to super-platinum blonde. But what is Olaplex, and why is it loved by so many in the hair world? We spoke to Maleeka Robb, director and owner of the Four salon in London, to find out why this haircare phenomenon has stood the test of time and why it's so great for blondes.