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K18 Lands $25 Million in Fresh Funding from VMG Partners

Published January 25, 2022
Published January 25, 2022

The hot haircare brand K18 received an infusion of fresh capital from VMG Partners to fuel projected growth of 50%-100% in 2022.

WHO: K18 and Aquis are run by husband-and-wife team Britta Cox and Suveen Sahib. Britta launched the first high-tech towel that blends science and technology with effortless simplicity. The brand believes women invest too much time, effort, and money on their haircare, with suboptimal outcomes. With the belief that haircare ought to be simpler, faster, and more sustainable, they are engineering haircare solutions that protect the natural integrity of the hair and help it stay healthy. To further prove their mission that hair damage can be undone for good, scientists at Aquis mapped the entire keratin genome to launch a hair repair treatment called K18Peptide that not only repairs compromised hair, but restores bleached, colored, and chemically treated hair in a more permanent way and with fewer, cleaner ingredients. K18 launched in late 2020 in over 25,000 salons, followed by a Sephora launch in December 2021.

IN THEIR OWN WORDS: "This is not an overnight thing. They've had this incredible vision about what could really change hair care and they've been very focused on how to bring that to life," Robin Tsai, Managing Director at VMG told WWD. "They've done that in a way that's been patient and prudent, but their idea of this is actually very innovative—it's a very different approach to hair care."


  • K18 received a $25 million minority investment from VMG Partners.
  • K18 generated $75 million in retail sales in 2021, according to the company, and projects the brand will grow 50 to 100% this year, bringing revenue to between $112 and $150 million.
  • K18 has filed global patents and has an exclusive license for the keratin genome in the products.
  • Sahib and Cox also founded the Aquis hair towel. Both brands are part of the same parent company.
  • In August, True Beauty Ventures participated in an existing Series B round.
  • Aquis haircare raised $5 million in a Series B round led by Springboard Growth Capital in September of 2019, bringing the total funding to $11 million.
  • Aquis raised $4 million total in seed funding from Guthy-Renker in October of 2017.

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