# Branded Hair Flip Challenges The #K18HairFlip TikTok Challenge Celebrates a Fast-Acting Product By Laura McQuarrie | Published 2021-12-28 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/k18hairflip References: [businesswire](https://www.businesswire.com/news/home/20211227005065/en) & [tiktok](https://www.tiktok.com/tag/k18hairflip?name=k18hairflip&is_commerce=1&u_code=dab763f5m3f79l&sec_user_id=MS4wLjABAAAARICesyA6iZtYgB-41YgdtVpk3Wol5bnisQKESwhzwJukp-GfY63gku7wYTXTFAQY&utm_source=copy&checksum=4137167ab197f86efcebaeed720c8c909cc0bce35dd639ce90b209961610b128&utm_campaign=client_share&utm_medium=ios&tt_from=copy&user_id=6782400936213939205&share_link_id=E8BB440D-1859-4E9F-959D-A84D4F733191&share_app_id=1233&source=h5_m&_r=1)  #K18HairFlip is the new song from [K18](https://www.trendhunter.com/trends/extreme-hair-rescue), the creator of a viral hair mask that delivers results in a matter of minutes. With its [TikTok](https://www.trendhunter.com/trends/k18hairflip-2026) Hashtag Challenge, the brand is reminding consumers that its Leave-In Molecular Repair Hair Mask is now widely available for purchase through [Sephora](https://www.trendhunter.com/trends/moisture-match-up-campaign). By participating in the #K18HairFlip challenge, TikTok users have the chance to win K18 salon service and a $1,000 shopping spree to Sephora. To take part in the challenge, the TikTok community is invited to create a TikTok using the new song and tag their video with the challenge hashtag. The brand notes, "With TikTok being an audio-first platform, we wanted to communicate our brand message and create something fun! Our collaboration with Song Candy allowed us to integrate K18 to users of the platform in an engaging and authentic way.” ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 36% | Activity: 83% | Freshness: 11% - Audience gender: 10% men, 90% women - Primary generations: Gen Z - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Fast-acting Hair Care:** Opportunity for hair care brands to create products that deliver visible results in a matter of minutes like the K18 Hair Mask. - **Tiktok Hashtag Challenges:** Opportunity for businesses to leverage TikTok's audio-first platform to reach younger audiences through user-generated content challenges like the #K18HairFlip challenge. - **Integrated Brand Advertising:** Opportunity for brands to work with music producers like Song Candy to create branded audio that generates engagement amongst audiences on social media platforms like TikTok. ### Sectors Adopting This - **Hair Care:** Hair care brands can develop fast-acting products that deliver results quickly and create user-generated content challenges to engage younger audiences. - **Social Media Marketing:** Opportunity for businesses to leverage TikTok's platform to increase brand awareness amongst younger audiences through creative and authentic user-generated content challenges. - **Music Production:** Music producers can offer brands the opportunity to integrate branded audio content into user-generated content challenges on social media platforms like TikTok. ## Related on Trend Hunter - [Record-Breaking Hair Flip Challenges](https://www.trendhunter.com/trends/k18hairflip-2026.md) - [Hair Repair Web Series](https://www.trendhunter.com/trends/extreme-hair-rescue.md) - [Expressive Hair Campaigns](https://www.trendhunter.com/trends/main-character-hair.md) - [Transformative Skincare Campaigns](https://www.trendhunter.com/trends/preppair.md) - [Haircare-Focused Web Series](https://www.trendhunter.com/trends/k18-extreme-hair-rescue.md) - [Hopeful Skincare Challenges](https://www.trendhunter.com/trends/thearbutinserumday.md) - [Peptide-Powered Skincare Challenges](https://www.trendhunter.com/trends/patthepeptide.md) - [Co-Branded Beauty Albums](https://www.trendhunter.com/trends/nyxtape.md) - [Social Shopping Integrations](https://www.trendhunter.com/trends/monat-tiktok-shop.md)