Following the release of its Organic Haircare range in 2020, EVERSOFT has continuously gathered consumer feedback and studied evolving hair care needs to formulate the newly launched Nature’s Therapy line.
The firm spent about four years to develop the products at Wipro’s Research & Innovation (R&I) Center in Malaysia, which houses over 60 scientists and researchers across diverse fields, such as molecular biology, chemistry, and biochemistry. The process involved “careful ingredient selection and rigorous efficacy validation”.
“Hair care has always been a key pillar for EVERSOFT, alongside our shower and skin care ranges. It’s an important category for us because consumers are increasingly looking for natural yet effective solutions for their hair needs.
“With the launch of Nature’s Therapy, we’re strengthening our position in the hair care space by bringing in more targeted, results-driven products while staying true to our philosophy of nature-inspired therapy. It represents not just a continuation, but an evolution of our commitment to everyday natural care,” Joanne Tan, head of marketing & e-commerce at EVERSOFT, told CosmeticsDesign-Asia.
Going forward, the brand is focused on expanding in two directions — building on the Nature’s Therapy range with more targeted solutions for different hair concerns; and growing its personal care portfolio through “indulgent, botanically inspired shower products” that bring a sensorial experience into everyday cleansing.
“While I can’t reveal all the details just yet, what I can share is that our pipeline stays true to the core promise of EVERSOFT: harnessing the benefits of natural ingredients to deliver effective, gentle care that feels relevant to today’s consumers.”
Natural botanicals meet proven actives
During the product development process, the focus was to address the most common concerns in South East Asia — frizz, scalp issues, and damage.
“In this region, humidity, heat, and urban lifestyles create very real hair challenges for consumers. In particular, our tropical climate makes frizzy hair a widespread concern, impacting manageability and overall appearance.
“In addition, scalp issues like dandruff and sensitivity are often linked to stress, pollution, or product build-up, while frequent colouring, styling, or exposure to UV and heat leads to varying levels of hair damage, from dryness to breakage,” Tan said.
As such, the three variants in the Nature’s Therapy shampoo range are specifically aimed at targeting these issues.
For instance, the Anti-Frizz shampoo is infused with organic rice extract, known for its deep moisturising and smoothing effects. The extract’s rich plant protein and vitamins A and B content helps strengthen hair strands and boost elasticity, enabling easier management.
It also contains niacinamide and luteolin to defend the hair and scalp against everyday environmental stress.
The Scalp Therapy shampoo features an anti-dandruff tri-action system (climbazole, salicylic acid, and piroctone olamine) combined with scalp odour control technology, which has been lab-tested to reduce malodour-causing bacteria.
Formulated with organic ginger extract, the product is claimed to calm irritation and ease redness due to ginger’s naturally anti-inflammatory properties. It is also enriched with vitamin B3 to reinforce the scalp’s barrier, and pro-vitamin B5 to soothe and hydrate the scalp.
Additionally, the Hair Repair formula comprises organic avocado extract, said to be a nutrient powerhouse rich in vitamins A, B1, B2, C and E, to restore elasticity, nourish hair, and heal damaged and brittle strands.
It also incorporates niacinamide to fortify the scalp and amino acids to repair damaged cuticles, resulting in glossier and visibly healthier hair.
“We’ve validated efficacy through lab and clinical testings. For example, Hair Repair has been shown in lab tests to deliver up to 99% smoother, healthier hair [compared to non-conditioning shampoo] after just one wash, while Scalp Therapy achieved 100% dandruff reduction in clinical trials with 72-hour scalp protection.”
