EVIDENCE-BASED HAIR CARE
The Science of Hair Growth
Every ingredient chosen for a reason. Every claim backed by peer-reviewed research.
The Hair Growth Cycle
Understanding how your hair grows is the first step to addressing thinning. Our formula targets the critical Anagen phase to maximise growth potential.
Anagen
(Growth Phase)
2-7 years
Active hair growth. Follicle cells divide rapidly, lengthening the hair shaft.
Catagen
(Transition Phase)
2-3 weeks
Growth slows. The follicle begins to detach from its blood supply.
Telogen
(Rest Phase)
3 months
The hair rests and is eventually shed. A new cycle begins.
FULL TRANSPARENCY
Ingredient Dictionary
Minoxidil USP 5%
Common name: Minoxidil
The FDA-approved gold standard for hair regrowth. Minoxidil works by widening blood vessels in the scalp, increasing blood flow and nutrient delivery to hair follicles. It shortens the telogen (resting) phase and extends the anagen (growth) phase, stimulating dormant follicles to produce thicker, longer hair. A landmark 48-week randomised clinical trial demonstrated that 5% minoxidil produced 45% more hair regrowth than 2% formulations, with visible results in as little as 8-12 weeks of consistent use. (Olsen et al., J Am Acad Dermatol, 2002 - https://pubmed.ncbi.nlm.nih.gov/12196747/)
Biotin (Vitamin H / B7)
Common name: Biotin Complex
Biotin is an essential cofactor for carboxylase enzymes involved in fatty acid synthesis and amino acid metabolism. These pathways are critical for the production of keratin - the structural protein that makes up 95% of the hair shaft. Biotin deficiency is directly linked to hair loss, brittle nails, and skin disorders. A comprehensive review in Skin Appendage Disorders confirmed that biotin supplementation resolves alopecia in cases of deficiency, supporting its role in maintaining healthy keratin production. (Patel et al., Skin Appendage Disord, 2017 - https://pmc.ncbi.nlm.nih.gov/articles/PMC5582478/)
Mentha Piperita Oil
Common name: Peppermint Extract
A 2014 study published in Toxicological Research found that peppermint oil outperformed minoxidil in increasing the number of hair follicles, follicle depth, and dermal thickness in a 4-week controlled trial. The menthol component activates TRPM8 cold receptors in the scalp, triggering vasodilation and increasing blood flow to the follicular area. The peppermint oil group showed 92% hair regrowth versus 55% for minoxidil. (Oh et al., Toxicol Res, 2014 - https://pubmed.ncbi.nlm.nih.gov/25584150/)
Niacinamide
Common name: Vitamin B3
Niacinamide improves the scalp's barrier function and reduces inflammation - a key driver of follicular miniaturisation. A 2021 study demonstrated that niacinamide enhances hair growth by preventing oxidative stress-induced cell senescence and premature catagen entry of hair follicles, through down-regulation of DKK-1, a protein that promotes follicle regression. It also regulates sebum production, creating an optimal scalp environment for healthy growth. (Kang et al., Clin Cosmet Investig Dermatol, 2021 - https://pubmed.ncbi.nlm.nih.gov/34703266/)
Caffeine
Common name: Caffeine
Caffeine directly stimulates the hair follicle by blocking the enzyme phosphodiesterase, increasing cyclic AMP levels. This causes follicle keratinocytes to proliferate and extends the anagen (growth) phase. A 2014 study in the British Journal of Dermatology confirmed that caffeine enhanced hair shaft elongation, prolonged anagen duration, and stimulated hair matrix keratinocyte proliferation in both male and female human hair follicles. Studies show caffeine can be detected in hair follicles within just 2 minutes of scalp application. (Fischer et al., Br J Dermatol, 2014 - https://pubmed.ncbi.nlm.nih.gov/24836650/)
Tocopherol
Common name: Vitamin E
Oxidative stress has been identified as a significant contributor to hair loss - free radicals damage the scalp's lipid barrier and impair follicle function. Vitamin E (tocotrienol) is a potent fat-soluble antioxidant that neutralises these free radicals. A 2010 randomised, placebo-controlled trial of 38 volunteers demonstrated that tocotrienol supplementation increased hair count by 34.5% over 8 months, compared to a 0.1% decrease in the placebo group. (Beoy et al., Trop Life Sci Res, 2010 - https://pubmed.ncbi.nlm.nih.gov/24575202/)
Science You Can Trust
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