“Hair longevity” serums arrive: what K18 FutureIQ claims and what the evidence shows
2026-07-21
In July 2026, K18 announced FutureIQ, a scalp serum it says slows hair aging, reduces shedding and cuts gray hairs. The only evidence so far is the brand's own unpublished study, so the claims cannot yet be checked.
See a doctor or dermatologist before relying on a cosmetic serum if your hair loss is sudden, patchy or getting worse, or if you have scalp pain, redness or scarring.
What happened
Hair care brand K18, owned by Unilever, announced FutureIQ on 21 July 2026.1,2 It went on sale on 5 August 2026 for $120, and in the UK for £110.1,3
K18 calls it a “hair longevity” serum, applied to the scalp each night.1 Other brands, including Living Proof and Manuscript, are launching similar products.2
What the brand claims
K18 says the serum targets premature hair aging, which it links to thinning, shedding, early graying and an aging scalp.3 It says its ingredients are peptides, a “root anchoring complex” and antioxidants. It has not published a full ingredient list with amounts.1,3
The brand reports these results after three months of nightly use:1
- Up to 19,000 more hairs kept.
- Up to 70% of users with fewer visible grays.
- An improved scalp barrier in all users.
What the evidence does and does not show
K18 describes a third-party, blinded clinical study. It has not said how many people took part, who ran it or what the comparison group was.3 No published, peer-reviewed results were found.2,3
Phrases like “up to” describe the best results, not the typical one. Without the full study, it is not possible to judge how well the serum works.
Gray hair is a normal part of aging. The American Academy of Dermatology says there are no effective medical treatments to bring the color back.4 When graying is linked to a health problem, such as a vitamin deficiency, treating the cause may sometimes help.4
Hair shedding also changes naturally with the seasons, stress and illness. A study needs a proper comparison group to show that a product made the difference.
Why “hair longevity” is a marketing term
“Hair longevity” is not a medical diagnosis or a recognized treatment category. K18's chief executive described it as the next step for the industry after hair repair products.2
Cosmetic serums are regulated differently from medicines in most countries. They do not need to prove they work in the same way before going on sale.
That does not mean the serum cannot help. It means the claims have not yet been tested in a way others can check.
What it means for you
Women want proof. In a 2026 survey, 77% of women in menopause said they need evidence that a hair product works.5 For now, FutureIQ would rate as weak evidence on this site, because the only data come from the brand.
Treatments with stronger evidence exist. Topical minoxidil is a first-line treatment for female pattern hair loss.6 A doctor can also check for low iron, thyroid problems and other causes.
See our pages on thinning hair and gray hair.
Related
Sources
- K18 introduces FutureIQ, a hair longevity breakthrough to address premature hair aging, K18 press release via Webull (2026)
- Well-funded innovators rush to define and lead the emerging hair longevity category, Glossy (2026)
- K18 enters hair longevity category with £110 serum that addresses premature ageing, Cosmetics Business (2026)
- What causes gray hair, and can I stop it?, American Academy of Dermatology
- Beyond quick fixes: women embrace science-backed life-stage hair care, Perfumer & Flavorist / GCI (The Benchmarking Company, 2026)
- Male and female pattern hair loss: a guide to treatment, Cleveland Clinic Consult QD (2021)