Earlier this month, K18 brought its viral Hair Flip Challenge to New York City’s Grand Central Terminal, turning the iconic transit hub into a buzzing social playground that benefitted HairToStay.
Hosted with Cole Walliser, GlamBOT director, the pop-up invited everyone to flip, pose, and capture fun hair moments for TikTok and Instagram.
While the Guinness World Record™ attempt was a playful challenge, the real win was the impact: K18 donated $100,000.00 to HairToStay, a nonprofit providing low-income cancer patients access to scalp cooling treatments to reduce hair loss caused by chemotherapy.
The community-driven pop-up brought beauty enthusiasts, commuters, and fans together for a day filled with healthy hair flips, hands-on experiences, and community connection.
Results from the Viral Hair Flip Challenge:
- #HairFlipK18 reached 1.9M impressions
- 5,000 K18 masks were sampled on-site
- K18 donated $100,000.00 to HairToStay
For more things K18, follow the brand on Instagram and TikTok.
