Apply on damp hair

We’re intentional in everything we do—so, there’s a good reason why you apply the K18 mask on damp hair. Some water is needed to swell your hair’s outer cuticle layer, creating room for our K18PEPTIDE™ to get inside. But too much water will dilute the leave-in, so you may feel the need to OVER apply and end up with that dry, crunchy feeling. That’s why damp hair is the sweet spot for using less, wasting less, and still getting the best results. Nice. 

So, what exactly is damp hair? It’s when your hair isn’t dripping water everywhere but still feels about 65% wet to the touch—it looks something like this

Then apply our peptide-powered treatment and let sit for 4 minutes to activate before combing or styling. After that, you can rewet your hair, add styling product, plop, blow-dry, or whatever you want—you do you. 

Less is more

So, you’ve clarified, applied the K18 mask on damp strands, but hair feels dry, sticky, and crunchy. Well, you’ve probably overdone it—and we don’t blame you. The beauty world has emphasized more is more, even at the expense of your hair health (and your wallet). You see, the K18 mask is highly-concentrated so unlike conditioners and traditional hair masks—less is more here. We did this whole highly concentrated thing on purpose, so you could use less, waste less, and stress less. 

As a rule of thumb, start with 1 pump and spread it between your palms to evenly apply from your ends to your roots. We’re looking for total coverage here, so if there are strands you think you missed, add ½ a pump at a time. 

Then, only add more as needed—wait, what does that mean? Well, you don’t need to overdo it with K18. Our highly-concentrated formula gets to the broken keratin chains no problem, and we don’t want to weigh your hair down. After 4 minutes of applying K18, feel free to add any styling product to get the finished look + feel you want. Here’s how we like to think of it. 

Best part, healthier hair with K18 looks naturally shinier and holds a shape better—so you can use less styling product over time. Woah. 

Trust the process

Most people see results after one use, with progressive results that get better over time. But just like going to the gym, your results can look different than someone else doing the same routine. Plus, there are so many other factors at play like unavoidable irritants that can damage hair post-K18—think environmental pollution, UV rays, hard water, and more. 

While the K18 mask's results are long-lasting (as in they don’t wash away with water), hair damage is ongoing, so staying consistent with the K18 mask is key. On the plus side—the more damaged the hair, the more dramatic the results. Cool. 

Well, what does your repair routine look like? We thought you might ask.