Innovation over product proliferation: Olaplex CEO JuE Wong on her plans for the company

This past January, JuE Wong joined hair-care brand Olaplex as its CEO -- not because it had budding potential, but because of the strength of its existing assets. For one, the demand is there. "What we are seeing is that, when people are looking at their hair, they look at it as an extension of their skin care," Wong said on this week's episode of the Glossy Beauty Podcast. And skin care, of course, has emerged as a major category in recent years. Olaplex has also developed a strong reputation among stylists and other salon professionals, "which gave it a lot of credibility and authority," Wong said. "So when I joined I saw that equity." Olaplex launched in 2014 and only developed a few products to start. "They knew that if they were going to launch anything else, it had to be best in class and best in category," Wong said. "And that is what I mandated myself to do. I told my team that we are not going to go for SKU proliferation, but we are going to hone in on innovation."