K18 has a latest brand ambassador — Sofia Richie Grainge.

Richie Grainge, who caused waves — and sales spikes for fellow beauty brand Nudestix — after her viral wedding to Elliot Grainge in April, is kicking off her partnership with the hair care brand with its first prime time TV industrial, timed to the season premiere of “The Bachelor.”

“Working with K18 looks like a full-circle moment. My stylist turned me on to the brand, and ever since then, it’s all I exploit on my hair,” Richie Grainge said in an email. “I’m such a believer in ‘less is more’ in all areas of life. My approach to hair care is unquestionably minimalistic. K18 makes styling my hair, and keeping it strong, easy. Even on my busiest days, I really like having the ability to reach for my K18 mask, knowing it’ll leave my hair healthier in minutes.”

That organic love of the product was a part of the brand’s rationale in bringing Richie Grainge on board, said Michelle Miller, senior vp of worldwide marketing at K18. “For anyone we work with, we love for them to be an authentic fan,” Miller said. “We knew her hairstylist had been using the product on her hair. And we’re very in-tune with the cultural zeitgeist on social media.”

The 30-second spot, shot in Los Angeles, was meant to convey Richie Grainge’s own personality — and discernment. “She just has this self-possessed confidence,” said Jennifer Herr, senior vp of creative at K18. “She knows who she is and what she likes. That inspired us to seek out a way for her to point out her personality within the spot.”

K18 was an early beauty brand to hit billions of views with its #K18HairFlip campaign. Miller said graduating to traditional media, resembling TV, was a natural next step. “We all know that social media is where culture happens,” she said. “We’re able now to delve outside of that into traditional TV, where we’re investing seven figures for the primary time. It’s an enormous bet for a start-up, but we now have Sephora behind us, we now have the professional community, and we also recently launched our oil, so we now have multiple hero in our arsenal.”

The brand is alleged to perform well. Sources have told WWD K18 is currently exploring a sale, with net sales presupposed to pass the $100 million mark in 2023.

This is just not Richie Grainge’s first beauty deal. She also signed on to be Nudestix’s beauty director in 2022, and caused sales to soar when she featured products in TikTok videos as she got ready for her wedding earlier this 12 months.