P&G’s KeepItAnchored found to reduce hair loss resulting from oxidative stress

12 Oct 2021 --- An antioxidant approach to hair care works to reduce excessive hair loss by reducing scalp oxidative stress, according to a Procter & Gamble (P&G) study. The tested technology supporting this is the clinically proven Hair Anchor Blend part of P&G’s KeepItAnchored hair care brand.

This research sheds light on an issue faced by the majority of the population. The findings enable us to offer a preventative solution with KeepItAnchored’s systems, strengthening hair at the root to keep more of the hair you have, and less in the drain or brush, according to Alex Keith, CEO of P&G’s Beauty division.

“The findings offer a new approach to treating hair care which we hope makes a preventative mindset more commonplace in hair and scalp care as we believe prevention will be far more successful for keeping a full head of great hair than for trying to recreate it later,” Dr. Jeni Thomas, principal scientist and co-founder of KeepItAnchored, tells PersonalCareInsights.

“Consumers are demanding more personalized systems to meet specific hair and scalp needs. We wanted to give people some control over hair loss. Genetics and age are factors in hair loss – and these are factors that we cannot change. However, oxidative stress is something we can have control over.”

Tackling hair loss indicators
As over two-thirds of adults in the US are concerned about hair loss, P&G’s brand KeepItAnchored offers clinically proven hair care systems for men and women to combat the early signs of hair loss.

Last year, the brand was launched following a six-month clinical study that proved a combination of antioxidant salts, zinc minerals, and b-vitamins reduced daily hair loss. The Hair Anchor Blend product works by calming oxidative stress at the scalp to strengthen hair at the roots, so hair stays anchored for longer.Hair Anchor Blend is an antioxidant approach to hair loss caused by oxidative stress.

The researchers also confirmed that the antioxidant approach was most effective on those who had more hair at the start as they “kept” more hair at the end.

More hair fibers grown
The six-month study found that participants using the antioxidant formulas had 2,400 more hair fibers than those using the placebo. Additionally, researchers confirmed that scalp oxidative stress affects everyone with hair, including individuals without scalp issues.

The skin and scalp are essential for overall hair health. The newly formed hair fiber spends several weeks inside the follicle – the pore in the scalp – before it emerges to the outside world, explains Thomas.

“The environment hair is exposed to in the early days within the follicle can determine how well hair can withstand the stressors it will be exposed to in daily life. We now understand that the integrity of the scalp skin that surrounds hair at the root is critical for hair staying anchored to the scalp for as long as intended.”

The study was designed with dermatologists from Cleveland Clinic and hair, scalp and clinical scientists. The study enlisted 300 men and women between 18 years to 65 years and used ten methods to create a detailed scalp-to-hair root model.

The study is published in the International Journal of Cosmetic Science.

Oxidative stress
Oxidative stress comes from damaging free radicals, which we regularly encounter from environmental sources like UV and pollution. Free radicals are known to accelerate skin aging and disturb the scalp skin barrier.

“Oxidative stress can break down the structures of skin and hair fibers at the molecular level – specifically at the lipid and protein levels. Oxidative stress disrupts the scalp skin’s barrier, which can leave the scalp skin parched. It also weakens the protein structure of the emerging hair fiber,” explains Thomas.Consumers are demanding more personalized products to meet specific hair and scalp needs.

While it is normal to shed hairs daily, oxidative stress increases the amount you lose unnecessarily, he continues.

KeepItAnchored’s current product offerings include firstly the Complete Kit for Women, which has three HairAnchoring essences, pre-cleanser, shampoo and conditioner. Secondly, the ColorCare kit for women has three HairAnchoring essences, shampoo, conditioner.

The brand also has hair care products for men that also feature the three HairAnchoring essences, pre-cleanser, shampoo and conditioner named the Complete Kit for Men and the Essentials + Hydration Kit for men (excludes the pre-cleanser).

Future of hair care industry
We expect to see an increase in brand transparency and, as a result, more science-backed formulas notes Thomas.

“People have become much more knowledgeable and interested to learn more about what they put in and on their body. That means brands have more responsibility to provide useful, clear information and avoid spreading misinformation – or too little information with the expectation that people will accept it at face value.”

The haircare market is becoming more specialized, with treatments targeted toward specific hair or scalp needs. This is a crucial step given the high degree of variability from one head of hair to another, he continues.

“The success of this shift requires better ways for people to assess their specific hair and scalp needs so they can get to their best product or treatment match – this is a big opportunity for innovation in hair care.”

By Nicole Kerr