Bethenny Frankel gave Olaplex’s two newest hair masks a glowing endorsement in a sponsored Instagram post, calling the products “amazing” and “like feeding your hair.” The masks — the Weightless Nourishing Mask and the Rich Hydration Mask — launched last month and drew the reality star’s praise after she tested the formulas.
Frankel, the host of the “Just B” podcast, said she began with the Weightless Nourishing Mask and that the fresh formula “prevents snapping.” She later displayed shiny, glossy hair while holding the Rich Hydration Mask, which the brand describes as designed to boost shine and reduce frizz. Frankel told followers she expected “my hair quality and shine will be this good after five washes,” and added in her caption that her good hair days “have officially turned into great hair weeks.”
Frankel identified herself in the post as an "accidental beauty influencer" and said she had previously not paid enough attention to the health of her hair. The Instagram disclosure notes the post was sponsored. Olaplex markets the two new masks as additions to its bond-building haircare range: the Weightless Nourishing Mask targets breakage and snapping, while the Rich Hydration Mask aims to add shine and smooth frizz.
Olaplex has gained a strong following among performers and stylists for its bond-repairing formulations. Singer Billie Eilish has described herself as an “Olaplex nut,” and the brand’s No. 3 Hair Perfector has been cited by celebrities such as Kim Kardashian. Celebrity hair colorist and Olaplex brand ambassador Tracey Cunningham has said the line appeals to celebrities because it gives visible, immediate results and helps repair damage while maintaining hair health.
The company positioned the new masks as part of a broader trend toward treatments that promise both immediate cosmetic improvement and longer-term structural repair. Industry professionals often recommend bond-building products for chemically treated or heat-styled hair to reduce breakage and improve manageability.
Coverage of Frankel’s endorsement appeared in Page Six’s Style section and was written by Commerce Associate Editor Hannah Southwick. The article quotes Frankel’s sponsored social post and places her comments within the context of Olaplex’s rising popularity among celebrity clients and stylists.
Consumers seeking more information on the masks — including ingredients, recommended use and retail availability — are advised to consult Olaplex’s product descriptions and the brand’s official channels for full specifications and guidance.