K18 brings longevity concepts to haircare

With the launch of its FutureIQ^™ serum, the US brand is marking a new strategic direction by applying the principles of prevention and longevity — already well established in skincare — to haircare. Built around its proprietary MultiVital^™technology, the formulation targets several biological mechanisms associated with the premature ageing of the scalp and hair follicle, including oxidative stress, inflammation, follicular anchoring and pigmentation.