# K18 AirWash

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

- Owner: K18
- Kind: Product
- Sector: Beauty & personal care
- Seed date: 2024-03-25
- Peak date: 2025-07-23
- Spread Score: 24 (Niche, provisional), v1.2
- Mechanics: Scarcity drop, Sell-out loop, Creator relay, Platform jump, Press loop

## Summary

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.

## Timeline

- 2024-03-19 — K18 (Press) — K18 announced AirWash and opened a waitlist before its Sephora launch.
- 2024-03-25 — K18 / Sephora (Retail) — AirWash became available through the Sephora app ahead of general sale.
- 2024-03-26 — @alixearle (TikTok) — Alix Earle posted an AirWash demonstration disclosed as a K18 partnership.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/k18-airwash

Cite as: How It Spread (2026). “K18 AirWash.” Case HIS-00872. Spread Score v1.2: 24/100. Updated 2026-10-15. https://howitspread.com/id/HIS-00872