Olaplex Holdings (OLPX) has received a new Buy rating, initiated by Northland Securities analyst, Owen Rickert.
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Owen Rickert has given his Buy rating due to a combination of factors, primarily focusing on Olaplex Holdings’ strategic initiatives and market positioning. The company is uniquely positioned in the premium hair care market, which is often undervalued, and the new management team is implementing a robust turnaround strategy aimed at driving growth from 2027 onwards.
Rickert highlights the new leadership under CEO Amanda Baldwin and CFO & COO Catherine Dunleavy, who are focusing on disciplined marketing, core business execution, and product pipeline expansion. The management’s efforts to clean up the balance sheet and streamline operations are seen as pivotal in stabilizing the company’s trajectory. Additionally, increased investment in R&D and a disciplined global distribution approach are expected to help Olaplex regain market share and strengthen its brand in the prestige hair care sector. These strategic moves are anticipated to foster long-term structural growth, aligning with the industry’s premiumization and science-led beauty trends.
In another report released on November 6, Canaccord Genuity also maintained a Buy rating on the stock with a $2.00 price target.