The haircare industry has spent decades focusing on repairing preexisting damage, but one company believes the future of the hair industry falls in preventing the damage from occurring at all.
Introducing K18, a science-backed hair care brand that aims to liberate their consumers from the restricting characteristics of modern hair products. Speaking on behalf of the company, and their newest innovation, Future IQ, are Co-Founder and CEO Suveen Sahib and Senior Vice President of Global Education Kathy Lewis.
Future IQ is specifically designed to target premature aging of hair before damage even becomes visible; this biology-first ingredient list directly attacks underlying factors responsible for scalp aging characteristics, including shedding, early graying, and scalp aging. For K18, hair longevity is a true priority and can be considered the next evolution of professional haircare.
What Is Hair Longevity?
We’ve often sought out products that promise longevity within the realms of skincare and wellness, but the component of hair is often left out of the equation. Sahib mentioned the interconnected biological nature of scalp and hair follicles, and how stressors like UV exposure, heat styling, bleaching, hormones, and environmental damage can contribute to oxidative stress, which accelerates the aging process before clients even notice visible changes.
“This is not about extending the lifespan of hair,” Sahib noted. “It’s about extending our joy span.”
Why Stylists Should Be Leading the Hair Longevity Conversation
Though consumers may find it challenging to recognize premature signs of hair aging, salon professionals are highly aware of certain details that indicate a problem, including shedding, scalp irritation, and premature graying. Kathy Lewis explains how vital it is for stylists to reach out to their clients about these issues, and embrace those personal conversations.
“Stylists are hair doctors,” she said, furthering her point that clients need their stylists to be trusted experts, especially in times of concerns. Proactive conversations strengthen client’s trust and can enhance a stylist’s role in the clients’ life.
How Future IQ Takes a Preventative Approach
Following K18’s goal of handling issues before they occur, K18’s Future IQ is powered by MultiVital Technology to ensure that biological pathways associated with oxidative stress are targeted, which benefits hair follicles and improves hair strand strength and scalp vitality. The launch emphasizes K18’s biology-first philosophy, furthering the brand’s mission from repair into long-term preservation.
Introducing this new category to the brand line offers the implication that education is equally as important as innovation. The company is significantly investing in necessary items such as consultation tools and science certifications in order to help stylists feel empowered through education.
Rather than overwhelming professionals and clients with complex biology, the ultimate goal is to provide understandable language and easy conversation starters that bring science in as a natural friend in the salon. As consumers increase their awareness of preventative beauty, these conversations are key to making that transition as seamless as possible.
The Bigger Message
Hair longevity is not only about innovative project work, but also about shifting the overall mindset of care. K18 aims to aid professionals in preserving healthier hair while simultaneously empowering their clients through educational measures.
Learn more about K18 Future IQ by tuning into @volumeupbythetease wherever you get your podcasts. Follow @readthetease and @volumeupbythetease on Instagram for more industry insights and beauty news.
