To make it easy (and fun!) Thorne’s put together a list of K18 product recommendations, along with some stylist-approved tips for retailing them to your clients.

tip #1: ask the right questions 

Creating a routine for your client begins with understanding not just their hair, but how haircare fits into their lives. Thorne suggests asking targeted questions to learn more about clients’ habits, preferences, and lifestyles. Here are some examples to get you started: 

• How do you do your hair at home? What products and tools are you using?

• How much time do you want to spend on your hair?

• Are you using hot tools every day, for special occasions, or never?

• How often would you want to see me?

• If you could change one thing about your hair right now, what would it be?

• How does your scalp feel—oily, dry, itchy, all good? Is that all the time or after cleansing?

• What’s your dream hair?

• Are there products you can’t stand or ingredients you’re allergic to?

• Are you more “give me one product and I’m done” or “I want alllll the products”?
  
  

tip #2: recommend products based on their hair type + needs

Thorne emphasizes that product selection should always start with a deep understanding of your clients’ hair. “As a stylist, I believe it’s all about matching products to what the hair needs,” she says matter-of-factly. “There’s a freedom in that because you know their hair the best and that’s what ultimately sets you up for success.”

K18 works for all hair types but talking through a client’s texture (and any problem areas that are arising there) can be a helpful starting point. 

fine or flat hair
Recommend lightweight shampoos and conditioners and tell them to avoid heavy oils or overly rich formulas. Suggest volumizing or airy conditioning products to help maintain body and shape. 

Their K18 pick: AstroLift™ reparative volume spray 

thick, coarse, or frizz-prone hair
Moisture is essential. Suggest richer conditioners, creams, and oils. A weekly leave-in treatment can also improve smoothness and manageability.

Their K18 pick: molecular repair hair oil

curly or wavy hair
Hydration and gentle cleansing are key. Encourage leave-ins and wide-tooth comb detangling, as well as a weekly clarifying shampoo or treatment. 

Their K18 pick: HeatBounce conditioning heat protectant

color-treated or damaged hair
Focus on gentle, color-safe cleansers and weekly repair. Patented K18PEPTIDE™ helps reverse damage in just 4 minutes* 

Their K18 pick: molecular repair mask

low-maintenance hair
Keep it simple. A gentle cleanse-and-condition routine with periodic repair support maintains long-term strength.

Their K18 pick: damage shield pH protective shampoo + conditioner

“I truly believe the best part about K18 is that it’s made for everyone,” Thorne adds. “You don’t have to stress about whether it’ll work for thick, fine, curly, straight, colored, or natural hair. No complicated chart needed.” 

tip #3: take their lifestyle into consideration

Choosing the right products for your client shouldn’t solely depend on their hair type—you also need to factor in how they live and what they like. For instance, a corporate executive who heat styles daily will need something different than a busy parent who's been air drying their hair for years. Similarly, someone who travels a ton will need different products than someone who works from home and typically washes their hair daily. 

Ultimately, the more you learn about your clients’ lifestyle and routine preferences, the better recommendations you can make for their hair health. 

tip #4: use their personality as a guide

Once hair needs are covered, you can have a little fun and focus on customizing the experience for your client. “The real ‘secret’ is using questions to understand what experience your client wants,” Thorne explains. “Then pick the K18 combo that fits their vibe.”

Some examples:

for the minimalist
The K18 leave-in molecular repair mask delivers repair in 4 minutes*—no rinse, no complicated routine. Just one product that transforms hair from the inside out. 

for the perfectionist
peptide prep™ detox shampoo to reset (skip conditioner), then the mask to repair, and finally molecular repair hair oil for shine and 24-HR frizz control*.

for the always-on-the-go client
Between wash days, AirWash™ dry shampoo keeps hair + scalp fresh for up to 3 days* so they can keep that blowout looking fabulous all week. 

for the drama queen

AstroLift™ helps hair look and feel fuller, delivering flexible volume for up to 2 days*

When it comes down to it, curating an amazing at-home routine isn’t about selling more products—it’s about building trust through your recommendations (spoiler: less is more). This is often what brings people back to your chair over and over again. Plus, your suggestions have the power to empower clients to take better care of themselves and their hair. Be curious, be strategic, and remember: the more personal the recommendations, the more powerful the outcome.