Today (December 22), Unilever has announced its agreement to acquire the premium biotech haircare brand, K18, as part of its ongoing efforts to optimize its portfolio and focus on high-growth areas. Founded in 2020 by Suveen Sahib and Britta Cox, K18 has rapidly gained recognition at the intersection of beauty and biotechnology. The brand has successfully utilized social media to educate and engage consumers about the science of hair.
K18 offers a range of six products designed to identify and address the underlying causes of hair damage, making it popular among both professionals and consumers. At the core of its innovation is the K18Peptide™, a novel molecule that mimics the structure of human keratin. It has the ability to reverse chemical damage on all hair types within minutes, offering immediate results and simplifying complex hair treatment routines.
Vasiliki Petrou, Unilever Prestige CEO, expressed enthusiasm about expanding their Unilever Prestige portfolio in high-growth premium segments through the acquisition of K18. This addition will complement their fast-growing collection of premium, culturally-relevant consumer brands. Petrou acknowledged the significance of K18’s focus on science, product efficacy, and community support in building a successful brand.
Suveen Sahib, co-founder and CEO of K18, emphasized the brand’s commitment to understanding the biology of hair and achieving true hair health and expression with minimal product usage, time, and frustration. Sahib expressed delight in partnering with Unilever, recognizing their shared value in a biology-first and biotech approach that is both sustainable and effective. Joining Unilever’s Prestige beauty business, known for its future-forward brands, allows K18 to deliver a meaningful impact.
K18 is currently distributed through professional salons, retail channels, and eCommerce platforms, primarily in North America, the UK, and Australia. The terms of the acquisition were not disclosed, and the transaction is expected to be finalized in the first quarter of 2024.
