07.24.23
K18, a biotech company known for clinically-proven, science-backed haircare, has debuted a new collaboration with social media personality and model Sofia Richie Grainge—a commercial that highlights the 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," said 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 noted. "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 says it looks forward to celebrating more large-scale initiatives, product launches and continued scientific education this year.
"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," said 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 noted. "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 says it looks forward to celebrating more large-scale initiatives, product launches and continued scientific education this year.