Living Proof has launched a skin care-inspired Scalp Care Exfoliator ($38) to gently remove flaking and excess oil in 5 minutes, per the brand.
The exfoliator's packaging features a twist-cap applicator for precise dosage application, rendering the product usable for all hair types and styles, per the brand.
Decoding The Living Proof Scalp Care Exfoliator Formulation
The exfoliator's packaging features a twist-cap applicator for precise dosage application, rendering the product usable for all hair types and styles, per the brand.Living Proof
- a blend of glycolic acid, BHAs and PHs for cleansing and exfoliation;
- DSM-Firmenich's Pentavitin prebiotic for a hydration boost and reduced sebum;
- and a blend of soothing botanical extracts and humectants.
In 2022, DSM-Firmenich reported that Pentavitin had beneficial effects for the scalp.
The company's placebo-controlled, in vivo study in an adult Chinese population affected by scalp flakiness showed that formulations containing Pentavitin delivered good results even at low concentrations, the company reports.
Specifically, the results demonstrated:
- A visible reduction in scalp flaking after one application, and a 55% reduction after frequent showering with shampoos containing the active in low concentrations (0.5%); and
- 15% less sebum 24 hr after a single application of a shampoo containing the active at 0.5%, and a 37% reduction after 28 days of use.
The Rise of Scalp Care
The exfoliator launch highlights the growing trend of scalp wellness.
In February, Roni Rot, CEO, Jojoba Desert, told Global Cosmetic Industry, “In the realm of hair care, one of the most prominent trends we're observing is the increased focus on scalp care. As we head into 2024, the importance of scalp health continues to gain momentum."
He added, "Consumers are becoming more aware of the need for targeted scalp care products tailored to various scalp types and specific issues. This trend underscores a holistic approach to hair care, recognizing that a healthy scalp is the foundation for healthy hair."
Meanwhile, Provital's Nina Esposito noted, “Anti-aging hair and scalp claims are on the rise globally, with the U.S. and U.K. [markets] leading the way in recent launches [per Mintel data]. This falls in line with the overarching trend of skinification as it extends skin care principles to scalp care. Consumers want their well-aging routine to extend beyond their skin, and the scalp is a normal place to start!”
*Water/Eau/Aqua, Propanediol, Mandelic Acid, Glycolic Acid, Gluconolactone, Isopentyldiol, PPG-24-Glycereth-24, Saccharide Isomerate, Methyl Diisopropyl Propionamide, Gaultheria Procumbens (Wintergreen) Leaf Extract, Agave Tequilana Leaf Extract, Beta Vulgaris (Beet) Root Extract, Pentylene Glycol, PPG-26-Buteth-26, Betaine, Gluconic Acid, Lysolecithin, Sclerotium Gum, Citric Acid, Pullulan, Cellulose Gum, Xanthan Gum, Hydroxyacetophenone, PEG-40 Hydrogenated Castor Oil, Sodium Citrate, Sodium Benzoate, Sodium Hydroxide, Fragrance/Parfum, Limonene
