US male haircare brand Just For Men has launched a shampoo that claims to reduce the appearance of grey hair with each wash – an innovation that could transform the hair-colouring market.
Billed as “the first shampoo with a brain”, it deposits the pigment melanin – which is naturally found in hair and diminishes with age – back into hair that has lost its colour. Where traditional products simply cover the grey with dye, this patented formula physically alters the colour in the hair shaft with continued use.
While specifics on the science haven’t been shared by the brand, tests on 4,000 male subjects revealed the product – which was eight years in the making – “does what it says”. Clare Want, managing director of Just for Men, told Cosmetics Business: "This is a true innovation. Control GX is the first and only long-lasting grey-reduction product that can be used in place of a daily, regular shampoo.”
Anti-ageing innovations are currently witnessing catalytic breakthroughs. A US team has recently discovered a new form of gene therapy they claim can reverse the ageing process, while scientists at University College London have identified the gene responsible for grey hair, which could lead to the development of products that delay or prevent this change.
By 2050, more than two billion people worldwide will be aged 60+ (Age International, 2016). Product launches like Control GX could prove highly lucrative in the coming years.