Hair Science Meets Music Science in Okay18 Hair’s New TikTok Problem That Encourages Fierce Hair Flips For a Probability to Win $1,000 to Sephora

THE ANGEL–(BUSINESS WIRE) – Biotech hair care company K18 Hair today announced its TikTok Hashtag Challenge, # K18HairFlip. K18 Hair has made waves in salons around the world with its hair mask, which uses a patented peptide to deliver like new hair in just 4 minutes. This official TikTok Hashtag Challenge marks the first time K18’s Leave-In Molecular Repair Hair Mask is generally available to the public and is available across North America at Sephora and on To celebrate that moment, K18 Hair is offering a powerful original song and a chance to win K18 Salon Service + $ 1,000 Shopping Spree for Sephora by taking part in the Hashtag Challenge. To join, users can simply create a TikTok with K18’s new song, # K18hairflip, and tag # K18HairFlip for a chance to win.

# K18HairFlip is more than just another TikTok challenge, it’s a work of art and science.

K18 Hair’s goal is to create a campaign that their audience will enjoy and that embodies the confidence that comes with achieving hair happiness. K18 teamed up with Song Candy to bring their vision to life through the idea of ​​a trending TikTok campaign with an original branded song. Michelle Miller, SVP of Marketing at K18 Hair, commented, “Since TikTok is an audio first platform, we wanted to communicate our brand message and create something fun! Our collaboration with Song Candy has enabled us to integrate K18 in an appealing and authentic way for the users of the platform. ”

Song Candy is a unique creative agency helping brands connect with their audiences by using music as a marketing tool, a natural complement to a sound centric platform like TikTok. Music and audio are quickly becoming powerful assets for brands on TikTok. A recent study found that 65% of TikTokers prefer to watch branded videos with original sound, and 58% of TikTokers said they feel more connected to the brand when they enjoy the sound / music [source: US TikTok Marketing Science Music Perception Research, conducted by MRC Data Nov 2020].

Similar to K18 Hair, Song Candy takes a data-driven approach to unleashing creative expression. Song Candy used musicology and audience insights to identify key musical genres like retro funk pop and hip hop that are prevalent on TikTok, and identified musical styles like Lizzo, Cardi B, and Dua Lipa that are over-indexed with the target audience of K18. Song Candy and K18 worked together to merge musical inspiration with K18’s marketing message to create a one-of-a-kind original branded song designed specifically for TikTok. “We set out to write a sticky song that not only tells the brand’s story in a memorable way (aka“ live in your head rent-free ”), but also inspires the creation of content on TikTok with beat-drops and lyrical cues . Said Gabbie Bradford, co-founder of Song Candy.

K18 wanted the challenge to be inclusive and easy for everyone to take, regardless of whether they had the K18 hair mask in hand. Song Candy searched TikTok and the niche sub-community within the #hairtok platform for natural actions and trends. All the data indicated a heavy hair blow as the perfect catalyst for K18’s TikTok Hashtag Challenge – nothing says hair luck or hair confidence like a brave hair blow. It’s a feeling that everyone can relate to.

To meet the challenge, Song Candy hired powerhouse singer Tarmara Jade, the top 9 finalist of NBC’s 19th season of ‘The Voice’, to do the vocals. Commenting on her experience, Jade said that “recording the K18 song was so much fun and it didn’t feel like work at all because I was referring to the message. Turning your hair right after blow-drying has a certain superpower: it’s like telling your problems, not now, I look too good to be stressed! ”

Join # K18HairFlip on TikTok from 12/27 – 2/19/22 and win K18 hairdressing service + $ 1000 shopping spree for Sephora. Terms and conditions apply.

About Song Candy:

Song Candy is a unique, data-driven music studio and creative agency. We specialize in creating breakthrough campaigns and original branded music for sound-on environments like TikTok, Instagram Reels, YouTube, Triller, Spotify and more. Our mission is to help brands connect with their audiences by entertaining rather than disrupting their consumer experience. We do this by creating relatable, trending content that is narrated through music, voiceovers, and influencers. Our approach is supported by Music Science, Trend Data + Audience Insights to add the “sticky” factor to your song and is updated with a 360 degree marketing strategy. Song Candy has a proven track record in both the music and marketing industries. Our founders have combined +25 years of marketing experience in digital brand and performance marketing as well as +35 years in the music industry, where they worked on Grammy-winning albums and with Billboard chart artists.

About K18 hair:

For years, traditional cosmetic chemistry has been the hair world’s answer to damage. It was a band-aid solution that masked the problem instead of correcting it. So far, hair care products have been divided into two categories: conditioning treatments or repair treatments, both of which only offer temporary results. So instead of building our brand on the buzzwords and beliefs of the past, we took the radical path of biotechnology in developing K18 Hair and ended up uncovering some hair myths to create a truly revolutionary new category in hair care.

After spending a decade in the lab scanning and testing all of the amino acid sequences that cover the entire keratin genome of hair in search of a breakthrough, we discovered a unique sequence that would restore damaged hair to its original, youthful state set back – our patented K18-Peptide ™. Stylists, colorists and hair expressors in 101 countries, regardless of their hair type, rely on K18 to break free their hair. This breakthrough provides a healthy hair canvas for professionals to use limitlessly and home users to create hair that actually looks and feels like new. The hair community loves its radical simplicity – and that it works in just 4 minutes.

For more information, please visit: and @ K18Hair on Instagram. For media inquiries, please contact

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