Syncly Social Index
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Hair
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Olaplex on video, September 2026
Olaplex had the second-most hair videos in September, but its score of 58.1 ranked fifth of 10 on the Syncly Social Index. Volume barely moved from August. The new Shape & Set hairspray nearly tripled its share as paid creators pushed the launch.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
Share of voice is Olaplex's strength. It held 17.4% of hair panel mentions, second only to Dyson, for a component score of 88.9. Creator breadth (66.7) and high reach (55.6) were middling: 4.5% of videos passed 100k views and the top 10 creators made 5.3% of videos.
Momentum pulled the score down. Olaplex's share of beauty video grew just 5% from August, scoring 22.2. Untagged share (15%) and organic sentiment (40% positive) both sat mid-pack at 50.
Key numbers
change in share of category videos vs. the prior month
Most-viewed Olaplex videos
The most-viewed videos mentioning the brand this month.
A month of Olaplex videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What Olaplex videos are about
Sep 30 (70 videos), the peak: a dermatologist rated Trader Joe's haircare and pitched a $5.99 oil as an Olaplex No.7 alternative (2.2M views, watch).
Sep 18 (65): YouTube Shorts jumped to 24 videos. The top video was a paid Space NK advent calendar unboxing that includes No.3 (90K, watch).
Sep 09 (63): a paid TikTok Shop post sold an Olaplex holiday bundle of three mini No.7 oils (224K, watch).
Olaplex videos center on repair and finishing. The Shape & Set hairspray (256 videos) and No.7 Bonding Oil (251) led. The hairspray launch drove most of the paid content, with creators stressing 'no crunch' (watch), and Olaplex ran a Shape & Set pop-up in New York (watch). The numbered wash-day line followed: No.4 shampoo (about 114), No.5 conditioner (about 92) and No.3 (72, down from August). Frequent terms were shine (204), hairspray (175), frizz (171) and repair (151).
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Shape & Set Hairspray | 256 | +191% |
No.7 Bonding Oil | 251 | +10% |
No.4 Bond Maintenance Shampoo | 114 | |
No.5 Bond Maintenance Conditioner | 92 | |
No.3 Hair Perfector | 72 | −22% |
No.9 Bond Protector | 40 |
Top keywords
Top hashtags
Where and who
Instagram Reels led Olaplex videos with 50%, against 39% on TikTok and 12% on YouTube Shorts. Only Olaplex, Moroccanoil and K18 in the hair panel had more Reels than TikToks. On TikTok, 39% of videos were sponsored, many tagged #olaplexpartner or sold through TikTok Shop. Organic TikToks reached further: 5.0% passed 100k views against 3.0% of sponsored ones. The official @olaplex account was the most active poster with 19 videos. Most located videos came from the US (424).
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
Olaplex's biggest untagged moment was a comparison. A 2.2M-view dermatologist video shows Olaplex No.7 on screen next to a cheaper Trader Joe's oil without tagging the brand (watch). Olaplex's own Shape & Set Style Studio video also counts as untagged because its caption never names the brand (watch). No sampled video was negative, but a Spanish-language stylist told viewers she does not recommend the shampoo (watch).
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Brands mentioned alongside Olaplex
Share of the brand’s videos that also mention each brand. These are the brands viewers see it compared with.
Compare with competitors
Frequently asked questions
The Syncly Social Index scores brands from 0 to 100 using short-form video on TikTok, Instagram Reels and YouTube Shorts. It combines six signals: video share of voice (25%), untagged mentions (20%), momentum (15%), sentiment (15%), high-reach videos (15%) and creator breadth (10%). Each signal is scored relative to the other brands in the same category for the month. Sentiment and untagged figures come from a sample of videos; any claim about a specific video links to that video.