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."
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