Simone Biles
Simone Biles competes in the floor exercise during the 2024 Xfinity U.S. Gymnastics Championships at Dickies Arena on June 02, 2024 in Fort Worth, Texas.
(Photo : Getty Images/Elsa)

Professional gymnast Simone Biles has been announced as the new brand ambassador for K18, a biotech haircare brand.

In her role, Biles will highlight how her hair routine promotes self-expression without compromising hair health, the company stated.

"Simone Biles is synonymous with pushing boundaries, and her impact extends far beyond her sport. As our newest brand ambassador, Simone will bring her transformative energy to K18," said Suveen Sahib, co-founder and CEO of K18. "This partnership is a testament to resilience, the power of science in elevating self-expression, and the belief that when we tap into our inner strength, anything is possible-whether it's a gold medal performance or transforming the future of haircare."

The campaign with K18 will follow Biles on and off the mat, aiming to encourage consumers to experience what is possible with K18. The announcement comes one month before the start of the 2024 Summer Olympics in Paris, where Biles will be competing.

As part of the multi-year collaboration, Biles will be the face of the brand and will feature in an upcoming campaign centered around her routine.

Alongside Biles, K18 is also collaborating with her hairstylist, Jasmine Johnson, who will share insights on the benefits of the brand's products, particularly for those with textured hair and extensions.

"I feel most natural and beautiful when I let my hair down, especially after competing in a bun or ponytail," Biles said.

"My hairstylist and I have really felt a difference in my hair after using K18, and she's great about always having their products available to me, especially when I'm traveling or on production shoots," she added.

K18's six products, based on its patented K18Peptide, target hair damage from within the hair fibers.

A national TV commercial promoting K18 and embracing inner strength is set to debut later this month. The company also released a 30-second promotional video featuring Biles on its Instagram page.

Since her debut at the 2016 Summer Olympics in Brazil, Biles has been a highly marketed athlete and used her profile to champion health-related causes. She has previously been involved in campaigns addressing mental health and wellness.

This partnership marks a significant development for K18, which was acquired by Unilever six months ago.

Biles' involvement is expected to elevate the brand's visibility and appeal, particularly as it continues to focus on innovative, science-backed haircare solutions.