
K18 is owned by Unilever plc (LSE: ULVR), which acquired a 91.88 percent stake in the brand on February 1, 2024. K18 is an American biotech hair care company founded in 2020 by Suveen Sahib and Britta Cox and headquartered in San Francisco, California. Its products use the patented K18Peptide to reconnect broken keratin chains in damaged hair.
Parent Company
Acquired
2024
Status
Publicly Traded
Headquarters
| Brand | Parent Company | Ownership Type |
|---|---|---|
| K18 | Unilever plc | Subsidiary |
Suveen Sahib and Britta Cox founded K18 in 2020 in San Francisco. Sahib, who came from a tech rather than beauty background, developed the brand around a single molecule: a peptide sequence that mimics the keratin structure of hair and carries amino acids into the cortex to reconnect broken keratin chains.
The brand launched into professional salons first, building credibility with colorists who used the mask during chemical services. The Leave-in Molecular Repair Hair Mask then crossed to consumers through one of the most effective social media launches in recent beauty history. Educational videos about hair biology, pushed heavily on TikTok, drove the mask to viral status and made the small bottle a prestige bestseller by 2022.
A Series C1 raise in January 2022 funded expansion, and by 2023 the brand had grown large enough to draw acquisition interest from every major beauty group. Unilever won the process and folded K18 into its Prestige division in February 2024. Since the acquisition the line has expanded from the original mask into shampoo, conditioner, hair oil, styling treatments, and a 2026 "hair longevity" platform called FutureIQ that shifts the brand's message from repairing damage to preserving hair health.
What does Unilever own?
As of April 2026, Unilever owns a portfolio of over 400 brands across four business groups: Beauty and Wellbeing (Dove, Vaseline, TRESemme, Pond's), Personal Care (Axe/Lynx, Rexona/Sure, Lux, Lifebuoy, Close Up), Home Care (Domestos, Cif, Surf, Omo, Comfort), and Nutrition (Knorr, Hellmann's, pending transfer to McCormick upon deal close). Unilever no longer owns ice cream brands (Magnum, Walls, Ben & Jerry's, Breyers) following the 2025 Ice Cream demerger. The March 31, 2026 McCormick combination, expected to close mid-2027, will transfer Hellmann's, Knorr, Frank's RedHot, French's, Cholula, and Maille to the expanded McCormick entity. The company also owns approximately 61% of Hindustan Unilever Limited, a publicly listed subsidiary in India.
Is Unilever publicly traded?
Yes, Unilever plc is listed on the London Stock Exchange under ticker ULVR and on Euronext Amsterdam under ticker UNA. American Depositary Receipts are listed on the New York Stock Exchange under ticker UL. The company does not have a controlling shareholder, and its shares are held primarily by institutional investors. Unilever simplified its dual-listed structure in 2020, consolidating its legal headquarters in the United Kingdom.
Who founded Unilever?
Unilever was formed in 1929 through the merger of Lever Brothers, a British soap company founded by William Hesketh Lever in 1885, and Margarine Unie, a Dutch margarine producer formed through the merger of the Jurgens and Van den Bergh companies in 1927. The founders of the predecessor companies include William Lever, James Darcy Lever, Antonius Johannes Jurgens, and Samuel van den Bergh.
Where is Unilever headquartered?
Unilever is headquartered in London, United Kingdom. The company's registered office and principal executive offices are located in London. Unilever simplified its dual-listed structure in 2020, consolidating its legal headquarters in the United Kingdom and ending the separate Unilever N.V. Dutch entity. The company's shares continue to trade on both the London Stock Exchange and Euronext Amsterdam.
How many brands does Unilever own?
Unilever currently owns over 400 brands across Beauty and Wellbeing, Personal Care, Home Care, and Nutrition. Following the completion of the McCormick Foods combination (expected mid-2027), Unilever's portfolio will narrow to its HPC brands, with the largest being Dove, Axe/Lynx, Rexona/Sure, Vaseline, Domestos, Cif, Surf, and Omo. The company's food brands (Hellmann's, Knorr) are included in the McCormick deal and will transfer upon close.
Who owns Unilever?
Unilever plc is a publicly traded company with no controlling shareholder. The company's shares are held primarily by institutional investors including major asset managers and index funds. No single shareholder holds a majority stake in Unilever. Fernando Fernandez serves as CEO, having been appointed in March 2025 following the departure of Hein Schumacher. The company's board includes a majority of independent non-executive directors.
K18 markets its biology-first approach as inherently lower-waste, arguing that effective peptides require less product and less water than conventional treatments. Its formulas are vegan and cruelty-free by brand statement. Unilever lists the brand within group sustainability reporting, though K18 holds no independent certifications such as Leaping Bunny.
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Epres | USA | 2022 | Mass market | United states | All Genders | |
| Henkel | USA | 2014 | Premium | Global | Unisex | |
| Loreal | USA | 1960 | Premium | Global | All Genders | |
| Unilever | USA | 2005 | Mass market | Global | All Genders | |
| Virtue Labs | USA | 2014 | Mass market | United states | All Genders |
Beauty Personal CareOwned by Epres LLC
Bond repair hair care brand founded by Olaplex co-inventor Eric Pressly, known for its acid-free one-step treatment.
Beauty Personal CareOwned by Henkel AG & Co. KGaA
Prestige hair care brand specializing in bond-building treatments, acquired by Henkel AG in July 2026 for $1.4 billion.
Beauty Personal CareOwned by L'Oréal S.A.
Professional salon hair care brand founded by Paula Kent and Jheri Redding, owned by L'Oreal since 1993.
Beauty Personal CareOwned by Unilever plc
Science-led hair care brand founded by MIT-linked researchers, part of Unilever Prestige since December 2016.
Beauty Personal CareOwned by Virtue Labs, LLC
Prestige hair care brand built on Alpha Keratin 60ku human protein technology, sold through Sephora and salons.
Market Positioning: K18 competes with 5 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
Looking for brands with different ownership structures? These similar brands are not owned by Unilever plc, giving you alternative choices that support different corporate structures.
Beauty Personal CareOwned by Epres LLC
Bond repair hair care brand founded by Olaplex co-inventor Eric Pressly, known for its acid-free one-step treatment.
epres is privately owned, unlike K18 which is under a publicly traded parent company.
Beauty Personal CareOwned by Virtue Labs, LLC
Prestige hair care brand built on Alpha Keratin 60ku human protein technology, sold through Sephora and salons.
Virtue is privately owned, unlike K18 which is under a publicly traded parent company.
Beauty Personal CareOwned by Evyap
Turkish antibacterial soap and personal hygiene brand owned by Evyap, one of Turkey's largest consumer goods manufacturers. Activex uses silver ion technology and is sold primarily in Turkey and Middle Eastern markets.
Activex is privately owned, unlike K18 which is under a publicly traded parent company.
Beauty Personal CareOwned by Evyap
Turkish brand of men's grooming and shaving products manufactured and marketed by Evyap, known for affordable quality shaving soaps.
Arko is privately owned, unlike K18 which is under a publicly traded parent company.
Beauty Personal CareOwned by Kenvue
American brand of skincare and hair care products specializing in natural ingredients and colloidal oatmeal formulations.
Aveeno is privately owned, unlike K18 which is under a publicly traded parent company.
Beauty Personal CareOwned by BURST.USA, Inc.
Venice-based oral care brand selling sonic toothbrushes through a network of dental professional ambassadors.
BURST Oral Care is privately owned, unlike K18 which is under a publicly traded parent company.
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