"I trust my stylist. I trust the science."
With its latest ambassador Sofia Richie Grainge, biotech haircare company K18 unveils its first national prime time television advertisement.
The popular haircare line with bioscience support became a social media sensation right away on Tiktok and Instagram. K18 was established in late 2020 by Suveen Sahib and Britta Cox. The brand's proprietary K18PEPTIDETM underpins its distinctively scientific approach to haircare. Celebrities, professional stylists, and regular people all like the peptide's capacity to mend at the molecular level and restore strength and elasticity in just four minutes.
Sofia Richie Grainge for K18 Hair
After the launch of The Bachelorette's new season on June 26, K18 unveiled its most recent endeavour with the very powerful reigning queen of "silent luxury," Sofia Richie Grainge. Richie Grainge, the model's stylist, and the strength of K18 goods are highlighted in the ad, which stars the model and the creative director.
"Working with K18 feels like a full-circle moment. My stylist turned me on to the brand, and ever since then, it's been all I use on my hair," says Sofia Richie Grainge. "I'm such a believer in 'less is more' in all areas of life. My approach to haircare is definitely minimalistic. K18 makes styling my hair, and keeping it strong, simple. Even on my busiest days, I love being able to reach for my K18 mask, knowing it'll leave my hair healthier than before in only four minutes."
On set, LA-based hair artist Yuichi Ishida styled Richie Grainge in two looks—effortless waves and her signature slicked-back bun—for the commercial. "K18 products are ideal for my artistry," Ishida notes. "The oil protects against heat, which makes using it alongside hot tools a no-brainer. It feels good to know that what I'm applying not only offers a shine, but repairs the hair from the inside out. The best styles start with healthy hair."
