Biotech haircare brand K18 Biomimetic Hairscience has announced its expansion into mega-professional retailer SalonCentric. The new partnership allows K18, a pro-first brand, access to the largest independent stylist community in North America.
With a shift in the industry to independent stylists and booth renters post-pandemic, the partnership will enable K18 to empower more stylists through SalonCentric’s expansive network as the stylists expand and grow their own businesses. The partnership’s expanded distribution makes it easier for stylists to obtain K18’s professional products, specifically created and developed to offer clients K18’s Leave-In Molecular Repair Hair Mask. K18 will also offer its extensive library of resources, offering business tools and educational programming which goes beyond just products and focuses on equipping stylists with science-backed knowledge through this partnership.
The expanded distribution through SalonCentric ensures that stylists are now serviced in the United States and globally, whether they work independently or in a salon. It also builds upon K18’s existing support for the stylist community. K18 entered the market as a professional-first brand, with products built for the professional stylist community before expanding into the consumer category. Engineered to work in less time than other treatments, the breakthrough peptide-powered products allow stylists to maximize their time in the salon and see more clients. An early supporter of the creative stylist community, K18’s “The Future Artist Scholarship Fund” awards scholarships and funds for emerging, budding stylists to kickstart their education as well as those already in the industry to continue their education and special-skill learning.
“K18 is transforming the way our salon community has been doing business. The universal nature of its application across all salon services, its radical simplicity and transformative results together with high profit margins per service are helping salon stylists focus on enhancing their artistry and delighting their customers while squeezing in more services into the day and making more income with less frustration,” said Suveen Sahib, co-founder & CEO.
“In my 30 years of using hair products, I’ve never come across technology like K18. I am thrilled to be an ambassador and to bring education to the forefront with our Salon Centric launch in a massive way—that will connect and uplift stylists directly,” said Jack Martin, celebrity hair stylist & K18 hair ambassador.
“We are elated to have this national partnership with K18. We have received numerous requests from our community to have K18 available at SalonCentric and are thrilled to welcome them to the SalonCentric family,” said Kareema Wilson, vice president of Partner Brands for SalonCentric. “Beginning November 1, K18 can be purchased at all SalonCentric and StateǀRDA stores, on SalonCentric.com and via the SalonCentric App.”
From the brand's official launch in 2020, K18 has been championed by renowned members of the professional haircare community and has since garnered a cult following through a roster of A-list celebrity fans and influencers like Hailey Bieber, Selena Gomez and Rihanna. The brand touts many stylist ambassadors in addition to Jack Martin including Yusef Williams, Priscilla Valles, Linh Phan, Aura Friedman, and Eric Vaughn.
K18 has continued to focus on the hairstylist community, partnering with professional distribution, Behind the Chair and Mane Addicts, while creating stylist-driven social campaigns. Rather than solely focusing on traditional hair and beauty influencers, K18 has engaged with the professional community online, becoming the fastest growing brand on social media and building a collective of over 2,000 organic stylist ambassadors. The viral #K18hairflip TikTok campaign focused on gaining the support of stylists and colorists and resulted in over 11 billion views.