AQUIS Towel Hair-Drying Tool, Water-Wicking, Ultra-Absorbent Recycled Microfiber

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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. Kara Goldin: So before we go there, I want to just stop and highlight a couple of things. So you had no experience in the haircare industry other than the fact that you had a lot of hair… You had a lot of hair and you definitely… You were curious, right? So you dug in and started to figure out exactly if other consumers would be interested in this, how you bring something from another industry? So a lot of key points that I talk about all the time. Like, I think that it doesn’t matter what category you’re in, that curiosity is such a driver. It’s really a… I think it’s really a North Star for so many people that are thinking about being entrepreneurs in any category. You’ve got to have curiosity. If you’re not curious, you probably won’t be… You’re not going to be digging this career at all. Suveen Sahib: Kara, you actually said that curiosity and you don’t have to be from the industry. Think about your own self. You created the first flavored water. I happened to be in the beverage industry. I used to work with [inaudible 00:08:16], and at that point in time, we were kind of… We had flavored waters and it was one of the most challenging categories to work with. And none of them… None of us really ever sorted it out. You sorted it out by not being in the industry. Which, when you’re going to look at, in the context of haircare, look at how big this industry is. And you’ve got tens of thousands of products all over. Yet, if it’s all about that, then haircare should not be a struggle. It’s a daily struggle with women across the world. The amount of time, the amount of effort, the amount of money, the amount of products you put into hair. And yet that hair happiness is so limited. Britta Cox: People are always still looking for the next product. Oh my gosh, they’re just looking for the next product, because it’s not working. 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.

Kara Goldin: And how do you guys get the word out, then, about your product? What is the biggest marketing for your product? Kara Goldin: Yeah. I mean, I feel like it’s… Yeah. I just feel like the… Just everything that you guys have done is just, I don’t know. I just feel like it’s really revolutionized hair products and just the restoration and the protecting of your hair. It’s awesome. So the biometric, I’m not going to pronounce this correctly at all, but that is the treatment that is, just now, launching, right? 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. Kara Goldin: So you had established a brand in something… I mean, were you in hair salons, with the hair… And so that was like this… That’s another challenge that you’re dealing with, right? Because you’re going up against the big guys and kind of competing with the professional. So how did you do that? Or how are you doing that? 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.Suveen Sahib: And like Britta said, if you can have a look at it, the last five years, the only innovation that has happened to haircare has been bond repair. You’re compromising the hair within the hair, if you can look at it. Deep in, it’s like thousands and thousands of cross [inaudible 00:14:35] ladders. So you have the rung of the ladders and you have the side of the ladders. The rung of the ladder is what you call the [inaudible 00:00:14:42]. And that’s where the bond repair products came in. And one of the… It’s the biggest category that’s really been in haircare in the last five years. They started patching these, the rungs of the ladders. And that alone kind of helped, but when hair gets damaged, it’s not just some of the rungs of the ladders, it’s the side of the ladders, also, that get broken. 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? We’ve had some… We can’t name some of the celebrity colorists who are using it on every celebrity, despite the fact that they are formally advocates of other big brands. But secretly, it’s like they’re sending this out to everyone out there and that’s what’s been making the difference. And that’s what’s kind of getting us the colorists, the stylist, and then the big partners who distribute the salons. They’re coming and becoming our partners. We are looking at rolling it in over 15 countries, including US, in the next four months. Suveen Sahib: December first. And then the from there, salons, both of US and [inaudible 00:29:58]- Suveen Sahib: We’ve been working on it for close to about five years. And we’ve had scientists who’ve been actually working on this in the same space for about 10 years.

Suveen Sahib: And the same is true for the salons too. As we. come out of the COVID, you’ve got half the seats… As a salon professional, you have half the number of seats. You have to be able to manage it in less time. Nobody’s dying for those 45 minutes, 60 minute treatments. What our salon professionals need are products that work fast. This works in just four minutes, that are less number of products… And, finally, that are experiential by themselves. So that when you use it on your client, the client says, “My God, I want this.” You don’t have to spend time trying to sell it. We all talk about how salon professionals are not great salespeople. That’s wrong. We had been- 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. So then I’d be like, okay… But it’s not a replacement of washing your hair. And I think some people misunderstood that it’s like, “Oh, I can just clean my hair with the dry shampoo.” That’s not what it was made for. Just know that you create buildup when you do that. So then maybe you need a detox shampoo at that point, because you’ve been doing this. What have you been doing? Do your products have a lot of silicones in them? Are they coating your hair, that you need to kind of cleanse it deeper, and just to understand how to manage it better.Suveen Sahib: Hong Kong. Joyce Group in UK, Selfridges, UK. Sephora In Europe. So yeah… And Sephora in Middle East. 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: 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? And then I also love the fact that you had no experience. That’s something that I talk about in my book that I just launched is, really, that I was willing to try. That I’m no different than anybody else, but I just kept… I was curious and I was willing to try. And I think that that is the story of… And also the fact that you learned from other industries. So oftentimes, we think like, “Oh, we got to go talk to everybody in the hair industry or the beverage industry.” And the reality is that those people, they just don’t have the vision, or they don’t have the resilience or curiosity that you have to solving this problem. And then you mentioned so many things in that brief moment, that you were just talking also about the customers. And you were hearing early on from the customers that they loved your product. 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.

Kara Goldin: That’s amazing. From Marin County, because you guys are based in Marin County. Just another amazing disruptor that’s coming from this area. That’s so great. So how do you see haircare changing within the next five years? I mean, what do you think is kind of the key thing for salon owners or consumers? Where do you see that for your brand? Kara Goldin: Yeah, that’s great. Well, that’s how I first heard about it, too, just through friends. They love the product and it’s an amazing product. And do you think… Do you have different formulas for colored hair versus non colored hair? I always hear about that’s… Is that reality for these haircare products? I know that’s something that I always hear talked about. I have no idea if it’s true or not? 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. 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: 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.

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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.