Olaplex was created by the chemists Dr. Eric Pressly and Dr. Craig Hawker; who had the idea of developing an ingredient which is capable of redoing molecular bonds from hair which are broken during and after dyeing, discoloration, straigtening or permanent curling procedures. The effectiveness of this innovation has already been recognized by thousands of customers and hairdressers around the world; being used as reconstructive treatment or, during aggressor procedures, as an additive to those formulations. Changing your hair look has never been easier!