K18 Hair Treatment: Step Up Your Hair Care Game In Just 4 Minutes

In hair care, innovations in all categories come and go, but very few achieve icon status. Case in point: L’Oréal Paris hairstylist-favorite Elnett Satin hairspray, or Moroccanoil treatment oil, found on home vanities around the world. Olaplex has managed to attract a loyal following to the salon for its iconic bond repair properties. Now on to K18 Hair, touted as a breakthrough brand by the founders of iconic Aquis hair towels – Suveen Sahib and Britta Cox – that should find its way into your haircare routine.

Why K18 Hair deserves your attention

While most hair care products provide temporary hydration and restorative benefits, the K18 treatment repairs and reverses hair damage with its patented molecule, the K18Peptide™. It works on hair damaged by bleach, coloring, chemical treatments or excessive heat and conditions it back to health, delivering long-lasting results. “The radical simplicity of reversing hair damage in 4 minutes comes from a complex understanding of what damaged hair needs at the innermost layers to restore its strength and elasticity,” says Jordan Alexander, Sales Director World and Education, K18 Hair. “By reaching to the deepest layers of hair, biomimetic hair science can renew hair’s basic strength and elasticity to return hair to its near-original youthful state.” Most importantly, K18 does not alter the natural texture of your hair in any way. “The most liberating thing we’ve discovered that most buyers don’t know is that hair is actually identical at the molecular level. This means that products that work at this level are truly optimized for all skin types. hair,” says Alexander.

Damage and breakage are among the most common hair problems in India. “According to Mintel data, 68% of Indian consumers believe that styling damages hair, and the perception of certain styling and treatment choices leads consumers to seek targeted solutions,” says Tanya Rajani, Beauty & Personal Care Analyst – India, Mintel. The at-home leave-in molecular repair hair mask is priced at Rs 5,625/50ml and Rs 1,080/5ml, accessible only to the affluent consumer. “The Indian consumer continues to be price conscious and will be looking for beauty products that can add value. By using clinical studies to prove its effectiveness, the brand can increase its value and therefore attract consumers who can afford its price,” she suggests.

The difference in the living room

The brand tested its products extensively in salons before officially launching in the country and currently offers the treatment as an addition to every hair service. On how K18 stands out, Samir Srivastav, CEO, Jean-Claude Biguine Salon and Spa India says, “K18 has a different technology that can renew the strength and elasticity of your hair without washing it, in just 4 minutes. Other bond building treatments take longer and are affected by water pH levels, being washed away with tap water. K18’s biomimetic technology ensures that it seeps into the heart of the hair and is retained by keratin peptide chains to repair long-term damage. Each use improves hair texture and prepares it for the next color or texture service.

Global reach of K18

Since its launch in 2020, celebrities, hair enthusiasts and stylists around the world have come to love the brand. Rihanna’s hairstylist, Yusef Williams is an advocate for the brand’s consistent results. “As a professional, I always try new products on my clients so they trust my process of finding the best treatments. Of all the products I’ve used for color-treated/damaged hair, I have found K18 to be the most effective I have noticed that other treatments plateau after a certain point – K18 does not There is no protein build up and it allows your locks to get stronger with each use.

My first hand experience

While I’m usually loyal to Olaplex, I tried K18 Hair products at Jean-Claude Biguine during a first coloring service. I signed up for highlights, something I was very nervous about damaging my virgin hair. The stylist coated my hair with the Professional Leave-In Molecular Repair Hair Mist and left it on for four minutes, which allowed her to build a protective layer and prep the hair for color. After my hair was washed post color she skipped the conditioner and instead applied a small pump of the Molecular Repair Leave-In Hair Mask to my lengths, leaving it on for 4 minutes. Finally, my hair was lightly blow-dried – I wanted to feel the effects of the product without a slick blow-dry. My hair felt incredibly soft, as if it had been deeply conditioned, and even weeks later I didn’t notice any excessive dryness, as can be seen after a color service.

Salon treatment is available at Jean-Claude Biguine Salon & Spas in Mumbai and Bangalore and Looks Salons in Delhi. Shop online at K18Hair.co.in.

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