Biology-first hair care brand K18 has launched an episodic web series in which professional stylists tackle the most challenging cases of hair damage.
Called Extreme Hair Rescue, the reality TV-style series follows stylists Alfredo Lewis and Phillip Wolff as they help clients whose hair has endured extreme breakage, loss of curl pattern, and damage from bleach and heat.
Inspired by the duo’s viral TikTok transformations, Extreme Hair Rescue makes use of K18's salon-exclusive K18Repair service, which is powered by the Unilever-owned label’s patented K18Peptide.
The series also showcases K18’s biomimetic home-use hair care products, such as the brand’s hero K18 molecular repair hair mask.
K18 said the series has been developed to empower and educate both professional stylists and everyday consumers.
It demonstrates how stylists, with the right tools and expertise, can overcome even the most extreme hair challenges.
Episodes are available now via K18’s website and YouTube channel.
Co-founded by Suveen Sahib and Britta Cox in 2020, the brand’s products are based on K18Peptide, which shuttles amino acids into the inner structure of tresses.
It was acquired by Unilever at the start of 2024 for an undisclosed sum.