On December 22, consumer goods giant Unilever announced that it will be acquiring K18, a science-backed, premium haircare brand. As leaders in cruelty-free beauty, we at Cruelty-Free Kitty are closely following this acquisition and what it means for K18’s cruelty-free status.
Founded in 2020, K18 made a splash with its patented K18PeptideTM technology that claims to repair hair damage with just one use. With its focus on the latest bioscience innovations, the brand has built a cult following among beauty enthusiasts and haircare professionals alike.
Unilever stated that the acquisition of K18 will support its strategic priority to continue growing in prestige beauty. Over the past few years, Unilever has made great strides in expanding its portfolio of premium and sustainably-minded brands.
What This Means for Cruelty-Free Consumers
We have reached out to K18 regarding how this acquisition might impact its cruelty-free status. Historically, Unilever has not been an entirely cruelty-free company, though it has worked to advance its sustainable and ethical goals.
For now, we are keeping K18's cruelty-free status active in our database, but will monitor the situation closely and update our readers as more details emerge. The acquisition is expected to close in the first quarter of 2024.
As longtime advocates for cruelty-free and ethical beauty, we hope to see Unilever continue making progress when it comes to animal testing and other sustainability issues. With the addition of innovative brands like K18 that appeal to ethically-minded consumers, we believe Unilever has opportunities to further improve its policies around these topics.
We will be updating K18's listing on our site indicating that it is now owned by Unilever. As developments unfold, the Cruelty-Free Kitty team will keep you informed so that you can continue making ethical shopping choices.
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