Influencer Sofia Richie Grainge has been named K18’s new brand ambassador.
The model and daughter of singer Lionel Richie features in the biotech hair care brand’s first-ever national television advert.
The 30-second clip shows Grainge with stylist Yuichi Ishida, who is using K18 products to style her hair into two looks – effortless waves and a slicked-back bun.
“Working with K18 feels like a full circle moment,” said Grainge.
“My stylist turned me onto the brand, and ever since then it has been all I use on my hair.
“I am such a believer in ‘less is more’ in all areas of life, and my approach to hair care is definitely minimalistic.
“K18 makes styling my hair and keeping it strong simple.”
Grainge stars with hairstylist Yuichi Ishida in K18's first television campaign
The advert aired on 26 June after the US season premiere of The Bachelorette.
K18 was founded in 2020 by Suveen Sahib and Britta Cox and has since gained more than 20 billion views on social media platform TikTok.
The brand’s patented K18 Peptide – which took 10 years of bioscience research to develop – is said to repair hair on a molecular level.
K18 is not the only hair-focused brand that has recently announced new ambassadors.
Multicultural brand Mielle has signed US basketball star Angel Reese, while Garnier has hired UK TV sports presenter Alex Scott to front its range.
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