Sofia Richie Grainge named K18 brand ambassador
K18 is debuting its first national prime-time commercial with a campaign that features newly named brand ambassador Sofia Richie Grainge.
Backed by bioscience, K18 was founded in late 2020 by Suveen Sahib and Britta Cox. The founders wanted to provide consumers with a scientific approach to hair care that hinges on its patented K18Pepride.
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“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.”
Richie Grainge’s hair looks for the commercial—effortless waves and her signature slicked back bun—were created by hair artist Yuichi Ishida.
[Read more: Inside Beauty: Soapbox co-founder and CEO discusses the personalization of hair care]
“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.”