INFEATURE: K18 HAIR

BREAKTHROUGH

WE HEAR ABOUT THE SCIENCE BEHIND, BENEFITS OF AND FUTURE WITH K18 HAIR FROM JORDAN ALEXANDER.

K18 Hair, exclusively distributed in Australia by Ozdare, is changing the technology game around hair damage, salon services and scientific breakthroughs that continue to innovate the market. We spoke to the brand’s Senior Director of Global Sales and Education, Jordan Alexander, about these innovations, how the technology is impacting the industry and where it’s going next.

INSTYLE: Explain the science behind K18.

Jordan Alexander: K18 is the result of a bio-tech breakthrough. We mapped out the entire keratin genome over a ten-year period, mapping out all 1242 decapeptides, which are basically the building blocks of hair. K18 is one of those patented peptides or amino acid sequences. To simplify, if you look at hair under a microscope, it’s similar to a ladder. Anything we do to our hair including thermal, chemical or environmental processing, breaks both the centre and sides of the ladder resulting in damage.

IN: How does K18 work against hair damage?

Jordan Alexander

JA: K18 works on this broken ladder by repairing the keratin or polypeptide chains that are the vertical rungs of the ladder. As a result of this, the disulphide bonds also re-conform through electromagnetic attraction resulting in lasting, healthy hair.

IN: How does K18 empower the professional hair industry?

JA: K18 empowers both salon professionals and consumers by providing a way to get healthy hair in just four minutes. The healthier the hair, the more options everyone has for expression, whether it be from black to blonde or changing your hair colour frequently, while maintaining the integrity of the hair.

IN: How does K18 save time in the salon?

JA: K18 is a time saver, all of this is possible in just four minutes. Many salon treatments are anywhere from 15 to 45 minutes for the clients and complicated processes for the stylist, whereas we believe simplicity is key.

IN: How can salons utilise this service in gaining additional revenue or upselling to clients?

JA: Whenever we visit a salon, addressing existing damage is generally a part of the process, whether it be from chemical services or heat styling. By explaining to your clients that this is a way to maintain or repair the health of their hair, the upcharge is very simple. Hair is our most valuable acces sory as it is the only one we never take off.

IN: What are the new launches for K18 and what’s coming up next for K18?

JA: We will be launching our K18 chelator in October. This is entirely different than any chelator or de-mineraliser that has ever been on the market as it is one step in four minutes and can be used prior to a chemical service without rinsing as it encapsulates and suspend both minerals and metals within hair. These minerals and metals are present within water supplies both domestically within the US, and on a global scale. This can lead to negative reactions with chemical services and even styling products.

For more information visit www.ozdare.com