Over the last few years, the Olaplex hair care treatment has developed a cult reputation as a saviour for dry, damaged and over-dyed hair – with even Kim Kardashian recommending it. The treatment, which promises to rebuild your hair from within, rather than just acting as a simple conditioner, consists of a three-step process, the first of two have to be carried out by a hairdresser and the last can be done at home. However, it doesn't come cheap – a one-off treatment at the hairdresser will cost you from £15 upwards, and the at-home treatment is available online for £32. That is, until now – because Superdrug is selling a dupe for almost £20 less, at just £12.99.
The original Olaplex at-home product
The high street store's recently-launched 'PurePlex' range features permanent hair colours, shampoos, conditioners and a one-off treatment with a similar technology built-in. The formula is packed with 'Aminofix' repair and protect bond. This claims to work the same way as the Olaplex molecule repairing the hair at its core and resulting in better strength, elasticity and volume.
The original Olaplex treatment can be mixed with hair dye or used on its own as a type of deep conditioner. Hair is made of lots of keratin protein bonds, which are broken down by dyeing and heat styling, and the products claim to repair these from the inside. The at-home treatment is designed to be used once a week in between salon visits.
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Even Kim Kardashian – a woman paid millions to endorse beauty products – has recommended the product without a deal, saying: "When your hair is really damaged, if you sleep in that, it really works. I've noticed a difference."
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The Superdrug launch is great news for beauty junkies keen to try out a new colour this season – such as shade-of-the-moment cream soda blonde – without causing excessive damage to their tresses. Hooray!