This awards season, biotech haircare brand K18 invites the world to discover their greatest hair ever with the launch of a bold, culture-driving global campaign celebrating its revolutionary K18 Leave-In Molecular Repair Hair Mask.
Led by red carpet personality and GlamBOT director Cole Walliser, the campaign taps his signature flair for capturing iconic glam moments — especially the hair flip. Bringing his cinematic eye to K18, Cole transforms the brand’s viral flip into a global movement. Anchored by the Leave-In Molecular Repair Hair Mask — a breakthrough in real hair repair — the 360° launch blends science, creativity, and culture. Running from 22nd January to 28th February, 2026, it features global social activations, creator collaborations, in-person events, and a unifying community moment at its heart.
Five years after the original viral #K18HairFlip moment that took over social media, K18’s new campaign kicks off with a hero video featuring Walliser and introduces “Flip It,” a new original song created exclusively for K18 that will ignite social content and storytelling. The campaign rallies a diverse global roster — from beauty creators and hairstylists to science communicators — to bring K18’s hair repair story to life across TikTok and Instagram in fresh, culturally relevant ways.
At the center of the campaign is K18’s bold attempt to set a Guinness World RecordTM for the most hair flip videos shared on TikTok and Instagram within 24 hours. But the true impact goes beyond the record: for every flip posted, K18 will donate $20 to HairToStay, a nonprofit providing low-income cancer patients with financial subsidies to access scalp cooling treatments to reduce hair loss caused by chemotherapy. The moment celebrates movement — and turns it into meaningful action.
“K18 was founded on the belief that real science should show up in real culture,” said Suveen Sahib, co-founder and CEO of K18. “The hair flip isn’t just a moment, it's evidence and a visual readout of repair. This campaign reclaims it globally, powered by molecular repair and driven by our community. Because when hair is truly repaired, the difference isn’t just visible. It’s kinetic.”
The campaign culminates in a series of in-person activations, including a U.S. consumer event on 19th February at Grand Central Terminal in New York City featuring Walliser’s red carpet photo experience, sampling, and live content capture, alongside additional global events and retail activations timed to the Guinness World RecordTM attempt.
“I’ve done hundreds of iconic hair flips over the years, but this one hits differently,” said Cole Walliser. “K18’s science creates hair that moves with confidence, and this campaign lets everyone be part of that moment. It is high-glam energy meets real repair, and it is incredibly fun to watch.”
Powered by K18’s patented K18PEPTIDETM, the leave-in molecular repair hair mask works deep inside the hair fiber, where all hair is the same, to reconnect broken hair molecules and reverse damage in just four minutes. The campaign reinforces K18’s biology-first approach and its commitment to delivering clinically proven results that redefine what’s possible in haircare.
