JuE Wong

After being acquired by private equity firm Advent International, hair-care business Olaplex has appointed JuE Wong chief executive officer.

In the role, Wong will be tasked with broadening Olaplex’s product line, building customer loyalty and expanding global distribution.

Wong was most recently ceo of Moroccanoil, an argan-oil based hair and body brand. Before that she held roles as president of Elizabeth Arden, ceo of StriVectin and ceo of Astral Health.

Wong said Olaplex is now one of the largest independent hair-care brands in the world, adding, “The brand has successfully differentiated itself and is widely recognized among hair-care professionals for creating the bond-building category.”

Olaplex hit the market in 2014, after Dean and Darcy Christal commercialized a patented technology that repairs hair damage that can be caused by heat styling or coloring. Advent agreed to buy Olaplex in a deal that industry sources said valued the business at around $1 billion in November. The deal closed Jan. 8.

For more from WWD.com, see: 

Private Equity Firm Buys Olaplex

Olaplex Said to Hire Financo for Investment Deal

Jury Rules in Olaplex’s Favor in L’Oréal Suit

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