The new range consists of three products: Phytonovathrix Hair Energising Mass Lotion, Pyhtonovathrix Fortifying Energizing Shampoo and Phytonovathrix Global Anti-Hair Loss Treatment.
It is considered to be the successor to Phytologist 15, the anti-hair loss range launched in 2016 which targeted 15 biological targets to fight against hair loss.
Phyto’s researchers have recently identified the wnt pathway as the 16th biological target, which led the company to launch the new Phytonovathrix range.
According to Phyto, the wnt is a large family of glycoproteins that are rich in cysteine and secreted by various cells.
The wnt pathway plays a key role in the hair transition to the anagen phase, which encourages hair growth.
“Wnt is essential in activating the stems cells in the hair follicle and orchestrating a new cycle. It serves as a sort of molecular switch, and it is the trigger that awakens these cells. The growth of wnt protein could be affected by beta-catenin,” explained Lynn Tan, managing director of Ales Group Singapore.
The firm believes taking wnt protein into account will make the products more effective against hair loss and stimulate the growth of stronger hair.
“The predecessor was also out top seller and extremely effective. Hence with this additional discovery, added into the potent formula which we have developed, Phytonovathrix is an extremely powerful hair loss treatment for both men and women,” said Tan.
She added: “Wnt protein complex can be transferred to the nucleus, where it activates the genes that it will initiate a new anagen pathway – and Phyto is the only brand that is able to do this.”
Based on a two-week clinical study on 43 volunteers, 72% participants that applied Phytonovathrix Hair Energising Mass Lotion daily noted that their hair was gaining volume. Additionally, 89% observed that hair was easier to style thanks to the lotion.
The formulas use a unique blend of essentials oils and 99% plant-based ingredients that are obtained through green, environmentally friendly and healthy processes.
To accelerate the production of wnt protein, the firm utilised celery seed extract to ‘feed’ the protein.
The brand claims that this key ingredient is able to increase wnt protein by 49%.
Celery extract is obtained by supercritical CO2 extraction from celery seeds, an inert process which is environmentally friendly.
In addition to the celery root extract, the new formula contains tulip extract, which strengthens rooting of the hair so that hair is better anchored as well as baikal skullcap extract to extends cell life expectancy and slow down hair loss.
Lastly, it also globularia cordifolia plant stem cells, which has antioxidant properties to protect the stem cells and boost cellular energy.
These stem cells are extracted from a small globularia cordifolia leaf fragment, then cultured in-vitro.
This eco-friendly process makes it possible to obtain large amounts of plant cells in a sterile manner while protecting biodiversity.
More to come
The company continues to see huge potential in Asia’s anti-hair loss segment and will continue to tap on the opportunities within it.
Tan revealed that the firm will be following the launch of Pyhtonovathrix with the Phytophanere range in April and the Phytolium range later this year.