A hair-care startup that was helped out of obscurity by an endorsement from Kim Kardashian is on track to earn its private equity owner one of the biggest and fastest payouts in the history of the industry.

Advent International led the purchase of Olaplex Holdings in January 2020 and in little more than two years, the firm has pulled out nearly triple its initial investment and is sitting on a stake worth around $9bn – if it can hold on to those gains.

Despite a 38% plunge in Olaplex’s stock this year, the return is still more than 10 times the value of the original deal and places it among the most lucrative private-equity transactions in the U.S., according to Pitchbook data. By comparison, Blackstone Inc.’s acquisition of hotel chain Hilton Worldwide Holdings Inc. made $14 billion, tripling its investment over a span of 11 years.

Read more: Yahoo Finance