A science-led innovation designed to remove, neutralise and defend
K18, the biotech-driven haircare brand recognised for transforming damage repair at the molecular level, announces the launch of TripleBright™ Oxidation Defense Purple Shampoo, a scientific breakthrough created to deliver blonde hair that appears Blonde Like New.
In contrast to conventional purple shampoos that merely conceal brassiness, TripleBright™ has been developed to tackle the underlying causes of dull, oxidised blonde hair through a single intelligent system operating across three key actions: Remove. Neutralise. Defend.
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Remove with Ionic Detox: TripleBright™ eliminates up to three months of brass-causing hard water and mineral build-up in a single wash, helping to restore optimal tone and enhance light reflection across the hair’s surface.
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Neutralise with Precision Violet Technology: A carefully optimised violet pigment system counteracts unwanted yellow tones with measured accuracy, correcting brassiness while reducing the risk of over-deposition and staining. Delivered in a lightweight foam, it allows for effortless and even distribution, ensuring controlled application and consistent toning from root to tip.
“For decades, the industry has treated brassiness as a surface-level color issue, when in reality, oxidation is a chemistry problem that distorts tone over time,” said Suveen Sahib, Co-founder + CEO of K18. “Whether hair is lightened in the salon or at home, oxidative stress and mineral buildup compromise clarity. TripleBright™ was engineered to correct that distortion at its source by removing buildup, neutralizing with calibrated precision, and helping defend against future tone shifts.”
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Defend with a Biopolymer: A lightweight biopolymer helps shield the hair from further metal and mineral build-up during subsequent washes, supporting the maintenance of brightness between salon visits.
Together, these three actions go beyond simple tone correction, helping to restore blonde hair so that it appears Blonde Like New, while also revitalising highlighted and lightened tones.
TripleBright™ has been designed to integrate seamlessly into the K18 system. For best results, it should be used alongside:
K18REPAIR™, the two-step, salon-exclusive professional service developed to reverse molecular damage caused by bleach, colour and heat
K18 molecular repair hair mask, a leave-in treatment formulated to restore strength, softness and elasticity
While TripleBright™ addresses external oxidative stress and build-up that affect tone following bleaching and lightening services, K18REPAIR™ and the Molecular Repair Leave-in Hair Mask target structural damage within the hair. Together, this complementary system provides comprehensive care, rebuilding strength from within while maintaining brightness at the surface, resulting in softer, stronger and more resilient hair that remains brighter for longer without compromising its health.
TripleBright™ also addresses common concerns associated with purple shampoos. Its non-staining, easy-to-use foam format allows for precise, targeted application and rinses clean with water, removing concerns around over-toning, uneven colour deposits or staining on hands and surfaces. With TripleBright™, K18 strengthens its commitment to chemically lightened hair, introducing a science-based approach designed to maintain brightness well beyond the salon visit.
For further information, visit k18hair.co.uk or @k18hair_uk
For samples, information and imagery, email [email protected] and [email protected]
TripleBright™ oxidation defense purple shampoo will be available from 27 April 2026 via UK retailers including SpaceNK, Cult Beauty and Sephora, as well as directly from k18hair.co.uk
Consumer size 125ml RRP £39
Professional size 443ml RRP £100
