K18 appoints British hair expert Tom Smith as global ambassador amid UK expansion

K18 has named hair expert and trend forecaster Tom Smith as its new global ambassador, marking a strategic partnership rooted in hair longevity, biotechnology and professional education.

The collaboration brings together Smith’s influence across artistry, science and cultural trend forecasting with K18’s biology-first approach to hair repair.

As part of the partnership, Smith will work closely with K18 across trend forecasting, professional education initiatives, global campaigns and brand storytelling. The move reflects a shared ambition to redefine how hair damage, repair and prevention are discussed - both within the professional community and among consumers.

Smith is an influential voice in modern hairdressing, known for his data-led approach to trends and his emphasis on hair longevity over short-term results. His appointment aligns with K18’s mission to empower stylists through science-driven innovation and education.

Smith said: "K18’s approach is the future of haircare; its industry-leading biotechnology makes the impossible possible for both professionals and consumers around the world.

"Its science-driven, results-focused products reverse hair damage at a molecular level, for true repair that brings hair back to a like-new state. I’m delighted to be partnering with K18 as a global ambassador."

The announcement coincides with a milestone moment in Smith’s career: the opening of AEVUM, his new London salon co-founded with stylist and industry educator Chris Donohue. Designed as a future-facing salon concept, AEVUM blends cutting-edge biotechnology with a holistic, hair-health-led approach. K18 will feature prominently across the salon’s service menu and retail offering, further embedding the brand within Smith and Donohue’s vision for modern, health-first hairdressing.

"Tom’s influence on the hair industry is unmatched," said Suveen Sahib, Co-Founder and CEO of K18. "He brings a rare combination of artistry, technical expertise and cultural understanding. His voice will elevate the way we speak about hair health, longevity and molecular repair - and we’re thrilled to partner with someone who shares our commitment to empowering stylists through science, innovation and education."

This comes as US-founded K18 is deepening its roots in the UK. In December 2025, it announced a new partnership with Ruuby, the at-home beauty and wellness platform, to deliver an innovative at-home blowdry powered by K18’s new HeatBounce technology.

This followed July's news that K18 was making a big commitment to the UK’s professional salon community with the announcement of an exclusive distribution strategy. K18 has appointed Capital Hair & Beauty and Sweet Squared as its sole UK distributors for the professional market. The partnership streamlined access to K18’s salon innovations, education resources and tailored support across the country.

Read 'The Interview: Suveen Sahib, founder of industry-disrupting haircare brand K18' here.