As August begins, summer is winding down, but the phenomenon dubbed “brat summer” continues to thrive. Hair-care brand K18 is banking on this trend with a recent collaboration with pop star Charli XCX.
Last week, Charli XCX launched a remix and video for her track “Guess,” featuring Billie Eilish, from the deluxe edition of her successful album “Brat.” On Monday, Charli announced her partnership with K18 by sharing a TikTok video that provided a behind-the-scenes look at her use of the brand’s Leave-In Molecular Repair Hair Mask while preparing for the music video.
In addition to her collaboration with K18, Charli has leveraged the Brat trend for other partnerships. On the same day, she was unveiled as the newest ambassador for Kim Kardashian’s popular shapewear brand Skims, featuring in a campaign shot by Petra Collins. Earlier this month, she also promoted K-beauty brand Laneige on TikTok. These sponsorships are part of the promotional push leading up to her Sweat tour alongside Troye Sivan.
Product placement in music videos has become widespread, with brands like Supergoop and Minute Maid recently featuring in videos by Sabrina Carpenter and Cardi B, respectively. However, such placements can be expensive and may not yield high returns, as noted by K18’s Chief Marketing Officer Michelle Miller, who emphasizes that fans often dislike seeing their favorite artists endorse major brands. K18’s approach of behind-the-scenes social media posts is seen as a more authentic connection with Charli’s audience.
“It’s the right moment for artists like Charli XCX and Chappell Roan, making pop music that feels less manufactured and more authentic,” Miller said. “Charli has been in the industry for a decade, so being part of this moment is thrilling.”
Following a significant endorsement deal with Olympic gymnast Simone Biles, K18 quickly shifted its focus to collaborating with Charli XCX, seizing the momentum of the “brat summer” trend. A report from trend-analysis firm Launchemtrics indicated that “brat summer” generated $30.6 million in media impact value just between July 1 and 24.
K18’s influencer relations and community team operates in-house, allowing them to remain attuned to social media trends and cultural relevance. Miller indicated that the company had previously engaged with Charli because of her hairstylist’s use of their products but recognized the chance for a deeper partnership as her song “Apple” gained viral attention on TikTok.
While the commercial success of “Brat” can be measured in streams—over 400 million on Spotify—the album’s cultural impact is harder to gauge. Charli’s tweet equating Vice President Kamala Harris to “brat” has sparked widespread discussion that may influence the upcoming November elections.
Miller mentioned that K18’s connection to the “Brat” movement creates a valuable association that goes beyond immediate sales, focusing on overall brand relevance and health metrics.
Looking ahead, the sustainability of “brat summer” remains uncertain, but Miller indicated that K18 is actively scouting for the next cultural moment to align with. “Whenever there’s something trending on TikTok or Instagram, you can bet K18 is likely involved,” she said, hinting at future exciting partnerships in development.