Biotech haircare brand K18 debuts their first national prime time television commercial and celebrity campaign featuring its newest ambassador Sofia Richie Grainge.
K18 is no stranger to good press. The buzzy haircare brand backed by bioscience found instant success on social media platforms like Tiktok and Instagram. Founded in late 2020 by Suveen Sahib and Britta Cox, K18’s uniquely scientific approach to haircare hinges on the brand’s patented K18PEPTIDE™. Professional stylists, celebrities, and everyday consumers alike can’t get enough of the peptide’s ability to repair on the molecular level—restoring strength and elasticity in just four minutes.
On June 26, following the season premiere of The Bachelorette, K18 debuted its latest collaboration with the highly influential reigning queen of “quiet luxury,” Sofia Richie Grainge. The commercial, starring the model and creative director, highlights the innate trust between Richie Grainge, her stylist, and the power of K18 products.
“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.”
K18 looks forward to celebrating more large-scale initiatives, innovative product launches, and continued scientific education this year.
