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Library/Product/K18 AirWash
Grade B20 sourcesHIS-00872

K18 AirWash

Product · 2024 · Niche

24Editable slideCertificate

A $48 dry shampoo spread through paid demonstrations, reviews and reported sell-outs.

Clip · @alixearle on TikTok
Clip · @cilia.ghass on TikTok
Clip · @agirlandadoodle on TikTok
K18 AirWash dry shampoo bottle against a purple background.
K18
K18 UNVEILS AirWash™ - A REINVENTION OF DRY SHAMPOO, POWERED BY BIOTECH
K18 via PR Newswire
I’m confused on how this works so well, it’s magical! @K18 Hair @sephora #k18results #k18partner
@alixearle on TikTok
sidneychild on LTK
sidneychild / LTK
Reliving the Magic: K18's Revolutionary Airwash Launch Event — The Revery LA
The Revery LA
Un shampooing sec qui rend vos cheveux propres sans les mouiller ? C'est possible avec le nouveau produit K18 AirWash ™️ !! 🧴🧬 @K18 Hair @SalonCentric * Collaboration * #k18results #k18partner…
@cilia.ghass on TikTok
“Urgency” is not in Oliver’s vocabulary.. No time to shower but thankfully the @K18 Hair AirWash Dry Shampoo saved me from going out with greasy hair! #k18partner #k18results #dogs #dogsoftiktok…
@agirlandadoodle on TikTok
Olaplex vs K18 - TikTok Shop
beBOLD Digital, K18 agency
Hair Repair Brand K18 Is Launching A “High Tech” Dry Shampoo
NYLON
Singapore is the First Country in Asia to Launch This Social Media-Viral Dry Shampoo — And I’m Putting It to the REAL Test!
Daily Vanity, sponsored by K18
Morning Brew Logo
Marketing Brew
Woman in brown knit jumper with suede bag
Marie Claire UK

Spread Score

How it works
Reach25Contagion35Breadth30Velocity0LongevityNo data yet24

Numbers

AirWash TikTok Shop best video, Sep 2025; agency estimate
4.1M
As of Oct 8, 2026 · TikTok · Self-reported · beBOLD Digital, K18 agency
Seed to peak
16 months
Mar 25 ’24 to Jul 23 ’25
Platforms
5
Started on Retail
Origin
Mixed
Beauty & personal care

Mechanics

  • Scarcity drop
  • Sell-out loopPrimary
  • Creator relay
  • Platform jump
  • Press loop

How it spread

Trace the origin

AirWash launched through Sephora. Paid creator demonstrations accompanied reported sell-outs. An Instagram demo prompted a Glamour review, and Reddit buyers cited other users. Cult Beauty later named it its second hair bestseller for 2025.

Google searchesFeb ’24AprMayJulOctDecFeb ’25MayJulSepDecMay ’26SepPeakPressRetailTikTokOpen webInstagram
PressRetailTikTokOpen webInstagram

15 more events on this chart

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Timeline (18)

  1. March 2024

    K18 precursor · Mar 19 ’24

    K18 announced AirWash and opened a waitlist before its Sephora launch.[1][2]

    Hair Repair Brand K18 Is Launching A “High Tech” Dry Shampoo
    Open the first post ↗

  2. K18 / Sephora seed · Mar 25 ’24

    AirWash became available through the Sephora app ahead of general sale.[1][3]

  3. @alixearle owner response · Mar 26 ’24

    Alix Earle posted an AirWash demonstration disclosed as a K18 partnership.[4]

    I’m confused on how this works so well, it’s magical! @K18 Hair @sephora #k18results #k18partner
Origin
Mixed
Sector
Beauty & personal care
Region
US
AirWash TikTok Shop best video, Sep 2025; agency estimate
4.1M
As of Oct 8, 2026 · TikTok · Self-reported · beBOLD Digital, K18 agency
Evidence
Grade B

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Open web · 2022

60
When @Mikayla Nogueira says the e.l.f. x Dunkin collection is literally iconic 😩💋 #elfxdunkin #elfcosmetics

5B impressions

Kylie Lip Kits

Open web · 2015

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Current Kylie Cosmetics Matte Lip Kit with liquid lipstick and matching lip liner.

15K sold

Fenty Beauty Launch

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Fenty Beauty Is One of TIME's 50 Genius Companies 2018

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KVD Good Apple Foundation

Retail · 2021

51
Good Apple foundation balm compacts on red apples, from KVD Beauty’s Feelunique launch release.

666M impressions

New cases, every week

How the next thing spread, the week it does.

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Google searchesFeb ’24AprMayJulOctDecFeb ’25MayJulSepDecMay ’26SepPeakPressRetailTikTokOpen webInstagram
PressRetailTikTokOpen webInstagram

15 more events on this chart

Join free to see them

  1. March 2024

    K18 precursor · Mar 19 ’24

    K18 announced AirWash and opened a waitlist before its Sephora launch.[1][2]

    Hair Repair Brand K18 Is Launching A “High Tech” Dry Shampoo
    Open the first post ↗

  2. K18 / Sephora seed · Mar 25 ’24

    AirWash became available through the Sephora app ahead of general sale.[1][3]

  3. @alixearle owner response · Mar 26 ’24

    Alix Earle posted an AirWash demonstration disclosed as a K18 partnership.[4]

    I’m confused on how this works so well, it’s magical! @K18 Hair @sephora #k18results #k18partner

  1. owner response · Mar 26 ’24

  2. owner response · Mar 29 ’24

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Why it worked

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