Consumer goods giant Unilever is set to acquire premium biotech haircare brand K18 in a move that aims to optimise its portfolio of high-growth premium products.
Founded in 2020 by Suveen Sahib and Britta Cox, K18 has six products in its range and is known for the K18Peptide molecule that mimics the human keratin structure to help reverse chemical damage on all hair types. The fast-growing brand has been well-received by consumers worldwide and is a pioneer in using social media to engage consumers with the “Science of hair”.
K18 is distributed through professional salons, retail, and e-commerce, primarily in North America, the UK and Australia.
“This acquisition complements our fast-growing portfolio of premium, culturally relevant consumer brands,” said Vasiliki Petrou, CEO, Unilever Prestige.
“What Suveen, Britta and the team have created is a testament to the importance of brands built on unparalleled science, product efficacy and community love.”
Suveen Sahib, co-founder and CEO of K18, added that the group is delighted to join Unilever, which recognises the value of its biotech innovations.
“Nature is the best designer, and we’ve found that by understanding the biology of hair, you can achieve true hair health and expression with less product, less time and less frustration,” said Sahib.
“Our team is proud to join its Prestige beauty business of future-forward brands that deliver true impact.”
The terms of the deal were not disclosed, and it is expected to close in the first quarter of this year.