Hot off the heels of her lavish South of France wedding, Sofia Richie Grainge is officially stepping into a new role: brand ambassador.
K18 recently announced a new partnership with the influencer—one that involves the haircare brand’s first prime-time TV spot, which aired during the season premiere of “The Bachelorette.”
Sharing her excitement about her collaboration with K18, Richie Grainge told WWD via email,
“Working with K18 feels like a full-circle moment. My stylist turned me on to the brand, and ever since then, it’s all I use on my hair. I’m such a believer in ‘less is more’ in all areas of life. My approach to hair care 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 in minutes.”
Michelle Miller, senior vice president of global marketing at K18, also shared with WWD, that the partnership between the two arose organically, given Richie Grainge’s love of their products.
“For anyone we work with, we love for them to be an authentic fan,” said Miller. “We knew her hairstylist had been using the product on her hair. And we’re very in-tune with the cultural zeitgeist on social media.”
Richie Grainge is no stranger to beauty deals. She also currently serves as the beauty director of vegan beauty brand, Nudestix, as of 2022. Her recent involvement with the brand has caused sales to soar, thanks to the inclusion of their products in her TikTok videos—particularly ones associated with her wedding.
To keep up-to-date with K18 and Sofia Richie Grainge’s partnership, be sure to follow @k18hair or @sofiarichiegrainge on Instagram.
