We believe hair is everything. It’s a canvas for confidence. It’s a conduit for art. It fuels our identity. Supporting organizations across the PRO and consumer space with a shared vision is the mission of Future Now Initiative. We’re committed to celebrating hair health + happiness, pioneering scientific innovation, and advocating for brighter futures.
What is the Future Now Initiative?
It’s our way of investing back into the communities we care about. At K18, haircare is what connects us to bigger questions around innovation and radical care—for ourselves and others. That’s why we’re partnering with organizations that embody these values and share in our commitment.
Future Now directly empowers Professional Beauty Association, Project Q, Styles 4 Kidz, GenSpace and Black Voters Mater. Plus, we’re partnering with Plastic Bank to ensure we are a net-zero plastic brand. By supporting their work, we’re contributing to their efforts to build recycling ecosystems while fighting both plastic pollution in oceans, as well as high poverty levels in developing countries.
The core tenets guiding our decision to partner with these incredible organizations come down to three pillars—moving forward collectively, fostering expression evolution, and fearless innovation.
“We couldn’t be more excited to bring Future Now to life,” shares K18 Co-founder + CEO Suveen Sahib. “It represents the community care our brand is centered on.”
Stay tuned for more updates on our Future Now Initiative here and on social. Every month, we’ll be highlighting each organization we’re partnering with for a look at the work they do + the brilliant people making it possible.
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