Suveen Sahib: December first. And then the from there, salons, both of US and [inaudible 00:29:58]- 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.

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.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. 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? 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: 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: 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. 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?

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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: 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.

Suveen Sahib: For the first time, if you can ever look at it this year, or like last, about, 18 months, it’s been about healthy hair. The conversation has shifted from styling, to repair, to healthy hair. [inaudible 00:18:53] What I’d love to be able to see is, first of all, the number of products that are there on the shelves come down by one [inaudible 00:19:01]. I think. Because if, fundamentally, our hair is becoming healthier, then there should be less need of more and more products, and less need of more damaging routines in our hair. Less is more works for hair more than anything else. [inaudible 00:19:20] 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.Kara Goldin: No, I love it. Well, thank you so much, everyone, for listening and we’ll talk to you soon. So if you can [inaudible 00:22:53] time and money, I think we can put time in our job, and that’s fundamentally what matters. Kara Goldin: Hi everyone. It’s Kara from the Kara Golden Show, and I’m so excited that I have our next guests here. We have Britta and Suveen here from AQUIS. Yay, I said it right. Founders, husband and wife, a team, and so excited that you guys are here and on our show for everybody to hear just a little bit more about your story. And for those of you who are not familiar with AQUIS’ amazing, amazing product. So the K18 hair product was… Well really the biometric product was really what put you guys on the map. I mean, is that kind of fair to say that? 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.