Today, digital DTC healthcare technology company XYON is launching two new products specifically formulated to target hormone-related hair loss in men. Utilizing a plant-based, sulfate-free, color-safe formula that is gentle enough for all hair types, XYON Rejuvenate Performance Shampoo Cedarwood and XYON Nurture Performance Conditioner Cedarwood use ingredients that help target dihydrotestosterone (DHT) to reduce hair loss over time.
To learn more about the formulation process of the new products, the ways in which the launch will potentially innovate the men’s hair care and hair loss product categories, and the potential impact this product launch may have on the male consumer demographic, we spoke with XYON Co-Founder and CEO, Dr. Simon Pimstone, for his insights.
Research and development phase
Having already established a brand presence in the men’s hair loss product category oral and topical gel options, the expansion into a targeted shampoo and conditioner was the logical next step for XYON. “The launch of this new category is an important next step in our overall goal to move toward destigmatizing conversations about hair loss and prevention,” shared Dr. Pimstone.
In researching and developing the DHT-targeting hair care products, XYON has sought to “disrupt manufacturers and suppliers or produce partnerships in the personal beauty care industry by providing the necessary solutions to consumers in need of hair health and hair loss targeted solutions,” he added.
The formulation process for XYON Rejuvenate Performance Shampoo Cedarwood and XYON Nurture Performance Conditioner Cedarwood was both extensive and exhaustive, claimed Dr. Pimstone.
Informed by internal company consumer research that revealed “the vast majority of men who have suffered hair loss have tried shampoos and conditioners,” the product development team focused on designing “a shampoo and conditioner kit that will set the standard in natural ingredients to block DHT, the hormone that causes hair loss in men by selecting ingredients that have scientific evidence in treating hair loss,” he said.
Having determined that “the most effective ingredients for hair growth are those that increase blood flow to the scalp, have antioxidant and/or anti-inflammatory properties and help reduce androgen levels,” the product development team therefore chose to formulate products that have been “designed to optimize these effects naturally,” he stated.
Overcoming formulation challenges
This process was not without its challenges. To achieve the goal of developing a formulation that contains “key ingredients shown to have an effect on enhancing blood flow to the skin; anti-inflammatory properties; and lower toxic forms of testosterone in the scalp, naturally,” it was therefore first essential to “ensure that the combination of ingredients used are stable in formulation, can be developed without testing on animals, and are safe for human use,” Dr. Pimstone explained.
“These formulations required extensive R&D work in order to optimize the ingredients to achieve results safely,” he added. “XYON’s team of medical specialists, drug development experts and formulation scientists worked with leading hair product manufacturers to achieve this goal” through its proprietary formulation of natural ingredients.
This formulation includes “rosemary leaf extract and contains anti-inflammatory and moisturizing properties, which promotes scalp health and helps topical hair loss treatments work more effectively when applied,” as well as “extracts of clover flower and saw palmetto, which research has shown helps target DHT,” he explained.
Indeed, several independent scientific reviews support the efficacy of such natural products for hormone-related hair-loss (Gasmi et al. Curr Pharm Des, 2023, and Gupta et al. Dermatol Ther. 2022)
Achieving future goals in men’s hair loss prevention
As the company’s ultimate goal is “to focus less on reactive hair-loss treatments and more on proactive hair-loss prevention,” the new product options are representative of XYON’s commitment to supporting male consumers with their hair loss challenges.
“By leveraging proprietary formulas designed to deliver superior results, the full XYON service offering empowers hair loss patients to take ownership of their own health journeys,” he shared further. “Hair loss in men is preventable, and through cutting-edge science, can be effectively treated in a way that maximizes benefits while minimizing health risks,” he concluded.