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

Product Information

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? Britta Cox: It’s more sustainable for the environment, and more sustainable for our hair. Honestly, I wash my hair once a week, and look, I’m pretty smooth. I’ve not used conditioner on my hair in four years, and I’ve never been better. I do less, and it just responds better. And I think, going through COVID especially, everybody’s spending a lot less on makeup, and more on skincare and wellness. That’s been a trend before COVID, and it really came home during COVID. And so that’s where we’re all about like, “Let’s stop covering up and doing things to make our hair just look better, but then we’re struggling with it because it’s actually not better,” and that’s not sustainable. So how do we actually really just give people stronger, healthier hair so they have a better base to work with? 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. Suveen Sahib: December first. And then the from there, salons, both of US and [inaudible 00:29:58]-

Britta Cox: I think the big thing we want to do is also help educate people to understand the biology of their own hair and how their hair works. Because once you fundamentally understand that better, it’s easier for you to maintain and realize some of the things you might do from one time to the next, and how it affects it, how to counteract that. So for example, we just need to cleanse our hair, and focusing at the roots, at the bulb of our hair, to make sure the follicles don’t get minimized and have the hair stop growing out of that follicle, and the hair thinning. Pretty much, that is a universal thing. We just need to cleanse, and gently cleanse without stripping too much of the natural oils. You know, when you start to understand your hair, you may need, depending on hair type, a little bit more of… To be able to comb it through or whatnot, but we’re fundamentally trying to help people just understand it better so they can get the best result they want. 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.

AQUIS at Mankind

Kara Goldin: And how do you guys get the word out, then, about your product? What is the biggest marketing for your product? Britta Cox: Well, they’re not good salespeople. When the product works, then they sell it. [crosstalk 00:21:00]. It’s like, “You have to have this, time to sell.”

Britta Cox: Exactly, right? So that’s literally why the towel was reducing frizz and making hair smoother. Because by removing that water, the hair swelling reduced, the cuticles started to lay flat. And the hair is smoother from within. Strong from within. But as Suveen said, we also wanted to go the next step. Because once you realize that women, we also were… We want to be able to express ourselves as we want. So I want my blonde hair of my youth. As I get older, it gets darker. So I lighten my hair. Or if you’re graying, you might want to darken your hair. Or, let’s say, you just want to express yourself and have pink hair, blue hair, whatever. So we’re using chemicals. We’re using bleaches. We’re using chemicals, or perming, and doing things to our hair that really, fundamentally destroys it. We’re breaking it. So Suveen went on the next path, which is what led us to the biomimetic haircare, and understanding like, “How do we repair hair after you guys break it and damage it? 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? 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? 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: 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- Britta Cox: K-18hair.com is for the K-18 biomimetic haircare repair, and aquis.com. And then we’re in Sephora, globally, Australia. Mecca out of the UK. Tmall in China. 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: 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. And 95% of women will… And people… Actually, men wash, I found, wash at the end. But women, we wash your hair in the beginning because then we think we put that conditioner on and it’s conditioning our hair. It’s not, it’s a placebo thing that makes our hair feel better, but once you rinse it out and you go out in humidity… Again, humidity, water, makes your hair go frizzy. So that is literally-