There’s a whole platform where we’ve actually now, in clinical trials, been able to have products that actually help to curl hair from within. And that’s lasting and more naturally based. Even our K-18 products, our pH is closer to where your hair wants to be. It’s not the high crazy levels. It’s not a lot of heavy product. It’s fewer ingredients that work faster and work better and are more sustainable. So that’s what’s, really, super exciting for us is just better… Fundamentally better hair based on science and based on biology. Britta Cox: Or something like the dry shampoo thing. I use a dry shampoo in an emergency situation, which I don’t have a lot of anymore because I was using them when I traveled, which I’m not. And I’d be like, “Can I get a week on my travel? Can I shampoo on Sunday, travel, get through media meetings and get through the whole week.” And I would cheat if I had to, like on a Thursday, Friday and do a little dry shampoo at the roots and give it some lift and not look greasy. However, dry shampoo is really not great for the follicles of your hair, where your hair grows out, it clogs it up. So honestly that was Suveen. He was the one who dove and he’s like, “Britta, how’s your towel actually making hair better?” And my answer to him was, “Well, probably, women are spending less time blow drying, less heat.” And that’s true, but this is a man. The day I met him, he gave me a book called the biology of belief. How cells talk to each other to prove their spirituality. So he wanted to go deep into the science of how the towel works. And he started really getting every book on the chemistry of hair, the physics of hair. So our big aha and learning is, understanding the biology and how our hair works. And once you do that, you really realize that how we care for our hair, between our products and our very habits, work against us getting our best hair. Kara Goldin: Very, very cool. So awesome. Definitely, if you guys liked this episode, definitely give five stars and share it. We’re so excited that you guys came on today to talk a little bit more about this, and we’ll definitely be looking for all those new innovations that you guys are talking about, and definitely buy this product, you guys. It’s amazing. I’m really excited to see what happens more with the K-18. So that whole line is just amazing.

Britta Cox: But also this technology glued the hair together, and then it washed out. So it wasn’t lasting. And then as you do it over and over, it doesn’t work anymore. So we had to… Suveen really worked with the scientists to rethink it. He started looking at the DNA of hair itself. Does it matter a lot if you’re living in US?. Yes. That’s because the hard water and the hair habits, and our hair diversity in US creates the perfect condition for damaged hair. And that’s where the hair towel was working. So while that was happening, what hair towel was doing was, it was giving you strength, not by adding something to your hair, it was giving you a strength from within. . It was solving the problem of frizz, not by adding a frizz serum, but by actually making the hair less frizzy inside out. And that’s what [inaudible 00:11:01] really kind of take the next deeper dive.Britta Cox: In their first four weeks of selling… So the brand is K-18 biomimetic hair science. And K-18 is the peptide that we’ve patented. So when Suveen was talking about the ladders and the amino acid chains and mapping the DNA, we mapped every possible sequence of keratin to find the one particular peptide that actually can go in and repair… Renew that hair from the inside. So the future for us is that platform of being able to do different things with your hair. I mean, our bodies are made of proteins, which are all different combinations of amino acids to get different things. Kara Goldin: That’s amazing. Very, very cool. And the two of you have built this company, like I said, together. Which is just amazing, another husband and wife team and great example. I love seeing that. Very cool. Are you guys on social? How do people reach you and follow you and see what’s going on? When we think of haircare, we automatically think of the hair products we use to wash and style our tresses - the sulphate-free shampoos, nourishing conditioners, curl creams and styling sprays that we call upon to create our chosen look. However, did you know that a huge part of hair care involves the materials you use on your hair, from your towels to your pillows? The best hair towel wraps are not your day-to-day bath towels flung in a twist atop your head. A pill that's hard to swallow, but the truth none-the-less.

Suveen Sahib: For the first time, if you can ever look at it this year, or like last, about, 18 months, it’s been about healthy hair. The conversation has shifted from styling, to repair, to healthy hair. [inaudible 00:18:53] What I’d love to be able to see is, first of all, the number of products that are there on the shelves come down by one [inaudible 00:19:01]. I think. Because if, fundamentally, our hair is becoming healthier, then there should be less need of more and more products, and less need of more damaging routines in our hair. Less is more works for hair more than anything else. [inaudible 00:19:20] Suveen Sahib: It’s going to put us on the map. AQUIS, the hair towel was the first one, so that’s kind of what became iconic over the last five years. So yeah, we got two hair products. Britta Cox: And then on the other side, it’s also the thing that makes you feel good. If your hair looks good that day, you feel pretty good. And it gives people, literally, more confidence. There are people… You can ask, and we ask these kinds of questions to people, “Have you ever not gone to a party or an event because your hair didn’t look good?” And, “Yes.” The answer is fundamentally, across the board, pretty much, “Yes.” We had people who didn’t go to a wedding because they couldn’t get their hair done. Suveen Sahib: Advocacy. I mean, you said that very early on. It’s all about somebody falling in love with it, the right person falling in love with it, and they speak. When you fall in love, you speak about it and that’s been what’s helped grow the hair towel. You can imagine it started with that. The whole idea of, “Do I really need a hair towel?” That’s [inaudible 00:23:55]… You didn’t really fall in love with it. You wouldn’t talk about it. That’s what’s grown the hair towel [inaudible 00:24:05] selling hundreds of thousands to millions. And that’s what will help us get K-18 out. If you really kind of think of a community as a sacred part of growth of the brand and the business, and kind of stay solely focused on them, we believe we have a future. We have a great future.Sleeping wraps or hair bonnets are typically made out of pure silk, which as well as looking stylish, doesn't absorb the vital moisture and oils from the hair. The result? Healthy-looking, frizz-free, bouncy curls upon waking. Best hair wraps at a glance: