The sight of more hair in the drain or a thin-looking scalp in a social media post are stressful for consumers—and their concerns appear to be growing in number.

According to Spate, hair loss had an average of 4.5K monthly searches last year, an increase of 67.4% compared to 2022.

Male and female consumers alike are looking for  answers for their hair loss and are willing to try a variety of remedies to slow it.

The Rootist is entering the game with collection of products formulated with “bio-activated botanicals” that optimize each phase of the hair cycle. The brand contends its new Densify Collection (serum, shampoo and conditioner) reduces hair fallout by up to 85% and provides thicker, fuller-looking hair in just 90 days.

According to Kseniya Popova, executive director of R&D and innovation at The Rootist,  the new range factors in the myriad issues that often are the cause.

“Hair thinning can stem from various factors, including genetics, hormones, medications, diet, stress, illnesses like covid-19, lifestyle choices and even incorrect hair care products,” she told Happi. “The Rootist Densify Collection targets environmental, product-related and emotional causes of thinning. Our formulas support all phases of the hair growth cycle— anagen, catagen and telogen—through carefully selected actives and conscious formulation.”

Consumers experience immediate benefits—hair feels thicker, stronger and smoother as well as long-lasting benefits of denser hair and supported healthy scalp, asserts the brand.

And, the products are aesthetically pleasing and easy to use, “addressing the emotional aspects of hair thinning,” Popova told Happi.

Proprietary Technology

The Densify Collection includes Rootbiomic Ferment, the brand’s proprietary, patent-pending technology in which seven botanicals—red ginseng, reishi mushroom, skullcap root, coffee berry, centella asiatica, rice and pea protein—are combined with two types of microbes during the fermentation process.

“The fermentation process enhances the potency and bioavailability of these ingredients, increasing antioxidant content and beta-glucan levels, while hydrolyzing the proteins into peptides and amino acids. The results are stronger, more manageable hair,” noted Popova.

What’s more, she said it targets all aspects of the hair cycle, promoting healthier, stronger hair from root to tip.

“In leave-on products, the ferment nourishes the scalp barrier and reinforces hair follicles. In rinse-off applications, it hydrates the scalp while supporting and strengthening the hair shaft,” Popova said.

Key Components

The shampoo is formulated with inulin, a multifunctional ingredient derived from chicory root which serves as both a prebiotic and a hydrating/conditioning agent for the scalp and hair.

“What sets our inulin apart is its cationic side chain, which allows it to attach to hair fibers and the scalp. This dual action property means that it not only supports a healthy scalp microbiome, but it also provides conditioning and detangling benefits. By nurturing the scalp’s microbiome, we’re promoting a healthier environment for hair growth,” Popova said.

Different peptides drive performance in the formulas.

In the Densify Serum, glycoproteins and oligopeptide-2 work synergistically to visibly increase hair density, strength, shine and thickness.

“They promote a favorable anagen-to-telogen ratio, prolonging the growth phase and reducing hair fall. These peptides nourish the hair bulb for healthier regrowth,” said Popova.

The Densify Shampoo and Conditioner feature amaranth peptides, which visibly thicken individual hair fibers for instant fullness, noted Popova. They also reduce friction while enhancing hair bounce and movement she said.

Another key component in in the conditioner is jelly moss extract, which is derived from Funori seaweed, a red algae species found on coastal rocky reefs.

“Rich polysaccharides, particularly a sulfated polysaccharide called funoran, forms a thin, protective layer on hair by binding to the basic amino acids of the keratin proteins. This results in reduced friction, increased moisturization and smoother cuticles without weighing the hair down. The outcome is superior shine and luster visible even after a single application of our Densify Conditioner,” Popova said.

Serum Formula

Stem cell turmeric extract, which is rich in exosomes, is found in the Densify Serum.

According to Popova,  a single application of the serum delivers up to 248 million exosomes to the scalp.

“These plant-derived vesicles carry crucial actives and information that stimulate dermal papilla cells, root sheaths and the germinal matrix. This promotes a more active and regulated hair growth cycle, resulting in increased hair density with stronger, healthier bulbs and more anchored follicles,” she said.

The ferment is used in place of water in the serum.

“This allows us to streamline our actives, relying on ferment’s multifunctionality to provide hydration, nourishment, densifying and strengthening benefits,” Popova said.

 The Densify Collection features what the brand calls a “unifying” scent—fresh bergamot and eucalyptus notes at the top, jasmine and tea in the middle, and amber, musk and sandalwood at the bottom.

The fusing of warm, woody notes with a subtle, comforting musk offers an uplifting experience that compliments product benefits, according to the brand.

Clinical Testing

The scent may be uplifting, but when it comes to concerns such as hair loss, what consumers expect is results. The Densify Collection claims are backed by clinical evidence, according to brand officials.

“Our studies have shown impressive results with the 3-piece regimen, including up to 85% reduction in hair fallout after 120 days, visible thicker and fuller hair in as little as 90 days, and less scalp thinning reported by 91% of study participants. The responses for in-use experience were also very positive and participants greatly enjoyed using the products,” Popova said.

The range is designed for all thinning hair types, regardless of age or gender, according to the brand.

“While our clinicals focused on women, the key ingredients in our Densify Serum have been clinically tested on men, too. So, both men and women can benefit from this collection. Plus, everyone loves the scent,” Popova concluded.

The range hits Sephora.com today in the US and Canada and will roll out into stores beginning August 23.