COURTESEY/BRAND INSIDER
From Tiktok's hair holy grail to this high-gloss fashion brand loved by Kylie Jenner and Megan Fox, these are our top obsessions this week.

K18

K18 isn't your typical haircare brand; it's a scientific breakthrough. After a decade of meticulous research, they discovered a patented K18Peptide™ technology that miraculously restores damaged hair. Products like the K18 professional molecular repair hair mist and mask are transforming the haircare industry. In December 2021, K18 made a splash on TikTok with its first commercial, collaborating with renowned TikTok creators. Their strategic use of the #k18hairflip challenge hashtag garnered a staggering 11.2 billion views and a 70% increase in daily average sales.

One of the brand's most endearing qualities is its emphasis on community and authenticity. K18 didn't follow the conventional advertising playbook; they cultivated a devoted hairstylist community who genuinely believed in their products. This strategy generated a whopping 40% of their earned media value, affirming the potency of personal recommendations. K18's specialised platform, K18 Hair Pro, is a shining example of its commitment to hairstylists, offering a treasure trove of resources and industry insights. We admire how they've empowered professionals with knowledge and tools, strengthening their bond with the brand.

Visit K18hair.com

Follow: @k18hair

Poster Girl

Francesca Capper and Natasha Somerville, the creative minds behind Poster Girl, met during their studies at Central Saint Martins and decided to embark on a fashion journey that has become nothing short of iconic. This dynamic duo blends confidence, ultra-femininity, and a nostalgic nod to their upbringings in their creations. Their high-gloss aesthetic, crafted with sophisticated construction techniques, has garnered a celebrity following that includes Dua Lipa, Kylie Jenner, Paris Hilton, Selena Gomez, Doja Cat, Vanessa Hudgens, and Megan Fox.

Francesca and Natasha's collaborative synergy has been at the heart of Poster Girl's success. Their close-knit partnership brings out the best in each other, resulting in a brand that's both playful and powerful. From their initial collection of chainmail dresses to their recent foray into shapewear, Poster Girl has evolved while retaining its sense of humour, a refreshing touch in the fashion world.

As women entrepreneurs, they've faced their share of challenges and stereotypes in the industry. However, their determination and refusal to compromise their vision have been their driving forces. Without external financial support or investment, they've maintained complete control of their brand, a testament to their fierce independence. Poster Girl's fashion isn't just about dressing up; it's about unapologetically presenting oneself to the world and celebrating one's unique beauty and confidence.

Visit Poster-girl.com

Follow: @poster__girl__official

Khanum’s

Khanum’s, slow fashion label founded by Rokeya Khanum, has emerged from a remarkable journey. Rokeya, a young mother facing homelessness at 17, decided to defy societal stereotypes. She pursued education and a career in financial services but never abandoned her passion for fashion. In 2018, she took a leap of faith, launching Khanum’s while maintaining her corporate job.

What makes Khanum’s stand out is its commitment to slow fashion. Rokeya embraced sustainability from the outset, focusing on made-to-order production to minimise waste. Her brand gained rapid recognition through influencer collaborations and social media, propelling her to take Khanum’s full-time. Today, Khanum’s is synonymous with luxury, sustainability, and empowerment.

Khanum’s stands at the forefront of the fashion industry, proving that slow fashion can be glamorous and sustainable. With each purchase, customers support a brand that empowers women and champions mindful consumption. Khanum’s not only delivers exquisite clothing but also inspires us to make conscious choices in our fashion purchases.

Visit Khanums.co

Follow: @khanums

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