Believing that hair health should begin in the salon, K18 has developed a molecular repair PRO service, making hair styling more efficient and faster. Launched this September, exclusively on Cult Beauty, the new PEPTIDE PREP™ category debuts with two minimal and effective formulas.
Busting hair myths with biotech
The innovative shampoos are centred around the importance of a clean canvas, designed to create the cleanest base for healthy hair. A pH maintenance shampoo has been formulated for frequent, everyday washing and a detox variety for a less frequent, heavy-duty clean. The latter shampoo is also a first-of-its-kind formulation, getting to work on 99% of product buildup after just one wash. Both products complement the brand’s Leave-In Molecular Repair Hair Mask.
This less-is-more approach to formulation employs only 17 ingredients (other shampoos general average around 40) alongside K18’s patented peptide. Microdosed with the K18PEPTIDE™ that fuels their molecular repair, the shampoos create an optimal hair and scalp environment, providing a protective shield to reduce the protein loss that can occur during washing.
Soft, strong, healthy, and clean
The pH maintenance shampoo uses safe plant-based surfactants to break down and remove dirt and oil to thoroughly cleanse hair and scalp without stripping it; an optimised pH range of 4.5-5.5 helps maintain colour, minimises swelling of the cuticle during washing, and protects hair’s natural moisture levels for a smooth hair result. It’s one of the first shampoos in the world to receive Microbiome-friendly certification, scientifically proven to respect the body’s microbial diversity and balance.
The detox shampoo is for less-frequent heavy-duty washing; a colour-safe clarifying shampoo with skincare-inspired ingredients to nourish hair while removing buildup for a clean, healthy hair canvas. It builds a non-stripping lather, powered by activated charcoal and salicylic, to unclog hair follicles while banishing dirt, oils, metals and substances left behind from heavy product buildup. 99% of product buildup, 95% of sebum and 76% copper are reduced after a single wash. Those in hard water areas will be delighted to discover its removal of elements like Nickel, Cadmium, Lead, Zinc, and Iron.
K18 CEO Suveen Sahib said of the new launch: “Hair happiness starts with the cleanest hair possible. With a clean base, hair colour applies more vibrantly, K18 treatments perform more effectively, and styling products work better. The world didn’t need another shampoo, but it did need some that cleaned effectively with less. These are the only shampoos engineered to make the K18 molecular repair work better. “
And there will be more to come from K18. Plans are underway to unveil further large-scale social and consumer initiatives, educating on the science behind hair, as well as new results-driven products later this year.
PEPTIDE PREP™ Detox Shampoo & PEPTIDE PREP™ pH Maintenance Shampoo are priced at £39 for 250ml and are available from Cult Beauty.