K18 has named Sofia Richie Grainge its new ambassador and partnered with her for the brand's first national prime television commercial and celebrity campaign.
On June 26, following the season premiere of The Bachelorette, K18 debuted its commercial starring Richie Grainge, which highlights the innate trust between her, her stylist and the power of K18 products.
LA-based hair artist Yuichi Ishida styled Richie Grainge for the commercial.
Richie Grainge said, "Working with K18 feels like a full-circle moment. My stylist turned me on to the brand, and ever since then, it's been all I use on my hair. I'm such a believer in 'less is more' in all areas of life. My approach to haircare is definitely minimalistic. K18 makes styling my hair, and keeping it strong, simple. Even on my busiest days, I love being able to reach for my K18 mask, knowing it'll leave my hair healthier than before in only four minutes."
Ishida said, "K18 products are ideal for my artistry. The oil protects against heat, which makes using it alongside hot tools a no-brainer. It feels good to know that what I'm applying not only offers a shine, but repairs the hair from the inside out. The best styles start with healthy hair."