K18 has announced hair expert and trend forecaster Tom Smith as its new Global Brand Ambassador.
The partnership comes as the biomimetic-powered hair care brand looks to champion hair longevity.
Smith, a hair stylist by trade and co-founder of the newly opened Aevum salon in London, UK, will help spread K18’s mission to “advance the industry through breakthrough biotechnology and stylist-first education”.
The Unilever-owned brand will collaborate with Smith across trend forecasting, professional education, global campaigns and strategic storytelling.
Smith said: “K18’s approach is the future of hair care; its industry leading biotechnology makes the impossible possible for both professionals and consumers around the world.
“Its science-driven, results-focused products reverse hair damage at a molecular level, for true repair that brings hair back to a like-new state.
“I am delighted to be partnering with K18 as a Global Ambassador.”
Suveen Sahib, co-founder and CEO of K18, added: “Tom’s influence on the hair industry is unmatched.
“He brings a rare combination of artistry, technical expertise and cultural understanding.
“His voice will elevate the way we speak about hair health, longevity and molecular repair – and we are thrilled to partner with someone who shares our commitment to empowering stylists through science, innovation and education.”
Smith’s ambassadorship launches alongside the opening of Aevum, which sets out to incorporate biotechnology with a holistic approach to hair health.
K18 will be available across the salon’s service menu and retail selection.