Unilever has announced the acquisition of premium hair care brand, K18. Financial terms of the deal were not disclosed and the purchase is expected to complete by the close of the current quarter.
K18 is a rapidly growing business specialising in hair masks and other products to address hair damage, with celebrity fans including Hailey Bieber and Selena Gomez. The brand, which was founded in 2020 by Suveen Sahib and Britta Cox, has seen surging popularity through social media, recording around 20 billion TikTok views. In addition, the brand’s Leave-in Molecular Repair Hair Mask was named Best New Hair Product – Mass at the 2023 CEW Beauty Awards.
Vasiliki Petrou, CEO of Unilever Prestige and CEW Chairwoman, said: “We are thrilled to continue to grow our Unilever Prestige portfolio in high-growth premium spaces with the addition of K18.
“This acquisition complements our fast-growing portfolio of premium, culturally relevant consumer brands.
“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, said: “Nature is the best designer, and we’ve found that by understanding the biology of hair you can achieve true hair health and hair expression with less product, less time, and less frustration.
“We are elated to join forces with Unilever, who sees the value in our unique biology-first and biotech approach that is more sustainable and efficacious.
“Our team is proud to join its prestige beauty business of future forward brands that deliver true impact.”
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