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TikTok has been buzzing over the #K18HairFlip, a hashtag created by hair-care brand K18, which has accumulated 10.6 billion views on the platform as of this publication. Influencers like Mikayla Nogueira (11.3 million followers) and Brad Mondo (8.7 million followers) have partnered up with the brand, and there is a treasure trove of videos reviewing its insanely popular Leave-In Molecular Repair Hair Mask. It's been compared to Olaplex, featured in stunning before and afters, and been given the 60-second review treatment. Yeah, people love it — but at $75, it's significantly more expensive than its competition.