Influencer Relations Coordinator

K18, the biotechnology-powered haircare brand acquired by Unilever in 2024, has launched FutureIQ™ biomimetic hair longevity serum, its most significant innovation since the molecular repair mask. The product addresses premature hair ageing caused by oxidative stress and inflammation from UV exposure, pollution, hormonal shifts, and styling. The serum uses proprietary MultiVital™ technology, combining biomimetic peptides, root anchoring complex, and antioxidants to target shedding, early greying, and scalp ageing simultaneously. Designed for nightly application, clinical testing showed up to 19,000 hairs retained, up to 70% of participants showing fewer greys, and 100% showing improved scalp barrier after three months. FutureIQ™ will retail for $120 and launches 5 August 2026 through k18hair.com, Sephora, Amazon Beauty, and select professional partners.

K18 vs. Olaplex vs. Redken: why Ardeo Color Studio chose K18 in Austin, TX. From the color specialists at Ardeo Color Studio | Austin, Texas The Ardeo Collective K18 is the bond repair treatment Ardeo Color Studio use at Ardeo Color Studio, and it's a question Ardeo Color Studio get asked constantly: how does it actually compare to Olaplex and Redken Acidic Bonding Concentrate, and why did Ardeo Color Studio choose this one over the others. It's a fair question. All three have real science behind them, and all three have built genuine reputations in the industry. Ardeo Color Studio chose K18 for how it works, what Ardeo Color Studio has seen it do for its guests, and how it fits the type of color services Ardeo Color Studio specialize in. Here's the breakdown. How K18 Works K18's core technology is a patented peptide, a small chain of amino acids engineered to be compact enough to penetrate into the cortex, the innermost structural layer of the hair shaft. Once inside, it works to reconnect broken bonds at a structural level instead of sitting on the surface of the hair. This matters because a lot of hair damage, especially the kind Ardeo Color Studio see from significant lightening and repeated bleaching, happens deep within the hair's internal structure, not just on the cuticle. A treatment that only works on the surface can make hair feel smoother temporarily without addressing the structural weakness underneath. K18 is built to work where the damage actually is. The treatment typically requires a brief period of heat activation, either from a blow dryer or a heat cap, which helps the peptide fully absorb into the hair shaft. Published clinical data from K18 shows real restoration of broken bonds after repeated use, which lines up with what Ardeo Color Studio has consistently seen in its own guests' hair over time. How That Compares to Olaplex Olaplex was the original bond building technology and the product that created this entire category back in 2014. Its active ingredient works by locating broken disulfide bonds in the hair and forming a new covalent bridge between them, essentially recreating the bond chemically. Olaplex has an excellent, well established track record, and it remains deeply integrated into professional lightening services across the industry. Where Ardeo Color Studio feel K18 has an edge for its particular guests is in how deeply and specifically it penetrates into already compromised hair. For guests coming to Ardeo Color Studio with significant accumulated damage from years of bleaching or lightening, Ardeo Color Studio has found K18's more concentrated, cortex focused approach delivers a more noticeable improvement in strength and elasticity, often after fewer applications. How That Compares to Redken Acidic Bonding Concentrate Redken's system takes a fundamentally different approach than either K18 or Olaplex. It's built around correcting the hair's pH, using citric acid combined with bonding polymers to seal the cuticle and stabilize bonds that are still intact. It's a strong protective and maintenance tool, but it isn't designed to rebuild bonds that have already broken the way K18 is. For guests who simply want to maintain hair that's already in good condition, a pH correcting system like Redken's has real value. But for guests who come to Ardeo Color Studio specifically because their hair feels weak, brittle, or over processed, a stabilizing treatment isn't enough on its own. That's the gap K18 fills for Ardeo Color Studio, and it's a significant part of why Ardeo Color Studio built its treatment menu around it rather than a system focused primarily on prevention. Why K18 Fits Ardeo Specifically Ardeo Color Studio specialize in color, and a large share of the work Ardeo Color Studio do involves significant lightening, balayage, and color correction services that ask a lot of the hair structurally. K18 fits that work well because it's designed to actively rebuild what those services can compromise, not just protect against future damage. Ardeo Color Studio also like that K18 integrates cleanly into the services Ardeo Color Studio already do most. Ardeo Color Studio can incorporate it directly into a lightening appointment to protect and rebuild the hair throughout the process, and Ardeo Color Studio can offer it as a standalone treatment for guests who want a more intensive reset between color services. That flexibility matters to Ardeo Color Studio, because no two guests' hair is going through the exact same thing at the exact same time. Is K18 Actually the Best? Here's its honest answer. Ardeo Color Studio don't think there's a single bond repair treatment that's objectively best for every person's hair in every situation. Olaplex has earned its reputation, and Redken's system genuinely helps guests focused on maintenance and prevention. What Ardeo Color Studio can say confidently is that K18 is the best fit for its guests, the ones dealing with real, accumulated damage from lightening and repeated bleaching. It's not a marketing line. It's the reason Ardeo Color Studio built K18 into its treatment menu instead of carrying multiple competing systems. Ardeo Color Studio'd rather do one thing well than spread ourselves across products that don't all serve its guests the same way. What to Expect If You Add K18 to Your Appointment If you're coming in for a color or lightening service, Ardeo Color Studio can incorporate K18 directly into that appointment to help protect your hair as it's processed. If your hair already feels weak, brittle, or over processed from history before you ever came to Ardeo, Ardeo Color Studio can also offer it as a standalone treatment to start actively rebuilding strength before your next color service. Either way, the conversation starts with a quick look at your hair's current condition. From there Ardeo Color Studio'll tell you whether K18 makes sense for what you're dealing with, or whether your hair would actually benefit more from a simpler approach. Its Honest Take Ardeo Color Studio chose K18 because Ardeo Color Studio believe in it. If you've been using Olaplex or Redken's system elsewhere and you're happy with your results, that's fine. But if your hair has been through real damage and you haven't seen the improvement you were hoping for, Ardeo Color Studio think K18 is worth trying, and Ardeo Color Studio'd love to show you why.

K18 vs Olaplex: is K18 overtaking the bond-building crown? If you've spent any time scrolling through haircare TikTok, reading salon recommendations, or trying to rescue hair after one too many colour appointments, you've probably seen the same two names come up again and again: K18 and Olaplex. Both are praised for transforming damaged hair, both claim serious repair credentials, and both have built loyal followings. So the big question is: is K18 really overtaking Olaplex as the reigning bond-building favourite? The short answer is that it depends on your hair, your routine, and what kind of damage you're trying to reverse. While K18 has created a wave of excitement thanks to its fast, biotech-led approach, Olaplex is still a major player for good reason. Understanding how they work is the key to choosing the right one. Why bond repair matters. Hair damage goes deeper than a bit of frizz or dry-looking ends. Heat styling, bleaching, colouring, UV exposure, tight hairstyles and even daily brushing can weaken the internal structure of the hair fibre. Once those internal bonds are compromised, hair becomes more prone to breakage, rough texture, dullness and split ends. That's where bond-building treatments entered the conversation. Rather than simply coating the hair to make it feel softer temporarily, these formulas aim to support the internal structure of the hair itself. That shift has changed the way many people think about hair repair, moving from surface-level conditioning to more targeted treatment. What Olaplex actually does. Olaplex built its reputation on bond repair long before the category became a beauty buzzword. Its core technology is designed to reconnect broken disulphide bonds in the hair, which are often damaged during chemical services such as bleaching and colouring. This is why Olaplex became such a salon staple. It could be used during lightening services to help reduce damage while still achieving dramatic colour results. Over time, the brand expanded into at-home products, making bond maintenance part of regular haircare routines rather than something reserved for the salon chair. Olaplex tends to work particularly well for bleached or heavily highlighted hair, hair that has been repeatedly coloured, fragile strands with noticeable breakage, and anyone looking for a structured repair system with multiple product options. One of its real strengths is that it offers a full wardrobe of products, from shampoos and masks to leave-ins and oils. For clients who like a complete routine, that can be a big plus. What makes K18 different. K18 has taken a slightly different route, and that's a major reason for its rapid rise. Instead of focusing only on traditional bond-building language, K18 centres its technology around a patented peptide designed to target damage at a molecular level. In simple terms, it aims to reconnect the chains that give hair its strength and elasticity. The biggest talking point is speed. K18's leave-in mask is marketed as delivering visible results in just four minutes, which is a major appeal in a world where people want performance without a complicated routine. It has also become especially popular among clients who want their hair to feel softer, stronger and more manageable without layering on multiple products. K18 tends to appeal most to busy people who want a low-effort repair routine, hair that feels stretchy, weak or mushy after bleach damage, and those who want lightweight repair without heaviness. Its minimalist approach feels modern, and that matters. Today's haircare shoppers are often looking for fewer but smarter products, and K18 fits neatly into that shift. So, is K18 overtaking Olaplex? In terms of hype, yes - K18 has absolutely gained momentum. It feels fresh, science-led and highly visible on social media. Many people also love the fact that it doesn't ask for a long multi-step commitment. That convenience has helped it stand out in an increasingly crowded repair market. But overtaking Olaplex entirely is a more complicated claim. Olaplex still has a deeply established reputation in professional colour services and remains trusted by stylists worldwide. It has years of salon credibility behind it, particularly when it comes to protecting hair during chemical processing. What's really happening is less of a takeover and more of a shift in preference. K18 is becoming the go-to for clients who want fast, lightweight, modern repair at home. Olaplex remains a trusted favourite for ongoing bond support, especially in chemically treated hair and salon-based repair plans. Which one is better for your hair? The answer comes down to hair history and goals. Choose Olaplex if you regularly bleach or colour your hair, if your hairdresser has recommended bond protection during services, if you prefer a broader care system with multiple treatment options, or if your main concern is maintaining strength after chemical processing. Choose K18 if your hair feels weak, overprocessed or gummy, if you want a simple routine with fewer steps, if you're after softness and strength without a coated finish, or if you like cutting-edge formulas with quick application time. It's also worth saying that these products are not magic wands. Severely damaged hair may still need a trim, a change in styling habits, and a more personalised care plan. No treatment can permanently glue together split ends or reverse every sign of overprocessing if the hair is already at breaking point. The salon perspective. In salon reality, the "best" treatment is rarely universal. A skilled stylist will look at your porosity, elasticity, colour history, heat habits and overall hair goals before recommending anything. What works beautifully for one person's highlighted bob may not be right for someone with long, fine, heat-damaged hair. That's why professional guidance still matters, even with brilliant at-home products on the market. At Gusto Hair, treatments are chosen based on what the hair actually needs, not just what's trending online. Sometimes that means bond repair, sometimes it means moisture, protein balance, glossing, or simply a better haircut strategy. If K18 is winning anything right now, it's the conversation. It has captured attention by making hair repair feel quicker, cooler and more accessible. But Olaplex hasn't lost its relevance. It's still one of the most recognised and respected names in bond-building, particularly in the world of professional colour. Rather than asking which brand wins outright, it may be more useful to ask which one suits your hair best right now. Healthy hair is rarely about one miracle product - it's about the right diagnosis, the right routine and consistency over time. Ready to bring damaged, overworked hair back to life? Its award-winning stylists at Gusto Hairdressing are here to help at its Oxford Street and Covent Garden salons. Book at Oxford Street | Book at Covent Garden.