K18 Indie Haircare Brand Is One to Watch in 2023

While it appears that K18, the indie haircare brand, came out of nowhere, a decade of research went into discovering K18Peptide, which the company has patented. K18Peptide is said to reach the core of hair’s keratin or polypeptide chains and reconnect the broken ones, effectively restoring hair to over 90% of its strength and elasticity.  
 
“Granted, the brand was barely a blip on the radar of Kline Pro in December 2020, with just one item for sale. Then, in January 2021, a rebranding of the product, which included a name change to K18 leave-in molecular hair mask, tripled sales, followed by a tenfold increase that February,” said Paula Gottdiner, project manager, consumer products, Kline.
 
The formula works in four minutes, making it popular with consumers and stylists. It also achieves results with just one step, said Gottdiner.  
 
Beyond offering appealing product features in the salon, K18 engaged with consumers via the #K18HairFlip Challenge on TikTok. Entrants showcased their best hair flip set to a song custom-made by K18, all for a chance to win a Sephora shopping spree and a K18 in-salon service. 

 

K18 Now Sold at SalonCentric

K18 recently expanded its distribution into professional retailer SalonCentric. 
 
“K18is transforming the way our salon community has been doing business,” explained K18 CEO Suveen Sahib. “The universal nature of its application across all salon services, its radical simplicity and transformative results together with high profit margins per service are helping salon stylists focus on enhancing their artistry and delighting their customers while squeezing in more services into the day and making more income with less frustration.”
 
K18’s newest product is its Peptide Prep Pro, a no-mix, spray-on demineralizing salon treatment that works to effectively reduce seven of the most common types of metals and minerals in four minutes, according to the company. It contains ingredients like activated charcoal and salicylic acid to gently remove buildup without stripping hair.
 
“One of the top trends we’re seeing in haircare right now are detoxifying products that can remove buildup without sacrificing color integrity,” Casey Yee, stylist and senior director of global education at K18, told Happi. “Adding a color-safe detox shampoo to the haircare routine helps create a clean canvas so color and chemical services, treatments and styling products work more effectively.” 


 

K18 Trends into Spring 2023

Yee of K18 predicts that in 2023, the beauty industry will continue to see an uptick of products that produce less waste, like concentrates, shampoo bars and sustainable packaging. Formulas that are safe to the scalp’s microbiome will also be trending, he told Happi.

“Keeping this beneficial ecosystem of living bacteria balanced is key to scalp and hair health,” said Yee.
 
From the brand's official launch, K18 has been championed by renowned members of the professional haircare community and has since garnered a cult following through a roster of A-list celebrity fans and influencers like Hailey Bieber, Selena Gomez and Rihanna. The brand touts many stylist ambassadors including Jack Martin Yusef Williams, Priscilla Valles, Linh Phan, Aura Friedman and Eric Vaughn. 
 
K18 continues to focus on the hairstylist community, partnering with professional distribution, Behind the Chair and Mane Addicts, while creating stylist-driven social campaigns.
 
Expect more from this indie beauty brand on the rise in 2023. Its latest launch is a hair oil.

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