Beauty Of 5: How P&G's New Line KeepItAnchored Helps To Combat Hair Loss
Beauty Of 5: Free Radicals Are Contributing To Hair Loss. P&G’s KeepItAnchored Has Products To Combat Them.
Source: KeepItAnchored / P&G
Of all the things that cause hair loss, from major changes to the body due to stressful events, and intense forms of stress, none may be more complicated than hair loss caused by oxidative stress. Never heard of it? You’re not alone.
Oxidative stress is when reactive oxygen species, like free radicals, impact the ability of the biological system to detoxify itself. Risk factors for this imbalance include exposure to pesticides and/or industrial chemicals, pollution, smoking cigarettes, obesity, and diets high in fats and sugars and processed foods. The idea that there are things out there that you can’t control that can be eating away at the hair fibers is alarming. However, there are products on the market to help combat that. KeepItAnchored, a clinically tested haircare system recently launched stateside from P&G is using innovative formulas crafted from over 20 years of research on oxidative stress and hair loss to help you keep your mane. It was initially launched and tested in New Zealand in a population especially prone to oxidative stress. They took what they found from that launch and have brought it to the U.S. in a collection for women ranging from a basic kit with “Hair Anchoring Essences” like a leave-in treatment to a complex four-step treatment to bring about fuller hair ($59-$99).
We talked to Dr. Jeni Thomas, a principal scientist for the brand, to understand more about oxidative stress, and what it is about KeepItAnchored that makes it the best product to hold down our hair — literally.
Source: KeepItAnchored / P&G
Understanding Oxidative Stress
“Recent research has shown that oxidative stress at the scalp surface impacts hair roots weakening the connection – aka the anchor – of each hair strand to the scalp. This leads to early and excessive hair shed,” she says.
UV rays, as well as moisture, pollution, and smoking, are the most common external sources of oxidative stress. And out of all the things that cause hair loss, oxidative stress is one we may confront daily and not even know it. Dr. Thomas says it’s important to get some control over this imbalance as opposed to trying to deal with its effects too late.
Source: KeepItAnchored / P&G
KeepItAnchored Works Best for Those in Early Stages of Hair Loss
We asked Dr. Thomas who this product best serves in regards to those who’ve experienced hair loss and she told us it’s most “effective” when you still have a head of hair you would like to hold on to.
“We highly recommend starting before hair loss is a big issue for you – like when you just start to notice the early signs or have reason to believe hair loss is in your future,” she says. “Early signs of hair loss include — seeing more hair in your brush, comb or drain, noticing a wider part line, or seeing that your hairline is beginning to recede.”
As for those who lost hair from a temporary life-changing event, for example, a short-term health issue like COVID-19 or pregnancy, Dr. Thomas says KeepItAnchored can help once the body has stabilized and the cycle of hair growth begins again. It will aid in strengthening the roots of newly growing hair, but won’t replace hair that’s already been lost.
Source: KeepItAnchored / P&G
How It Helps With Daily Hair Loss
While combatting oxidative stress is KeepItAnchored’s specialty, it also helps with the day-to-day shedding we experience when the loss becomes more than we’re used to seeing in our combs and hairbrushes. It does so in two different ways: strengthening the roots of your hair as well as the fibers to reduce breakage.
“When your roots are stronger or more anchored to the scalp, they can better resist being pulled out from the root when you are washing or combing,” she says. Dr. Thomas also lauds KeepItAnchored’s conditioner.
“The KeepItAnchored Conditioner finishes off the wash system by also strengthening the fiber to better resist loss due to breakage that can happen while you are combing or styling,” she says. “While this action is similar to other conditioners, the KeepItAnchored Conditioner also includes some of the Hair Anchor Blend so you can use it up to your scalp if you choose.”
Source: KeepItAnchored / P&G
What’s Changed About KeepItAnchored for Consumers in the U.S.
After the initial launch in New Zealand, we inquired about what scientists learned about the product and how they improved upon it for women (and men) in the U.S. She said not much had to be changed because the product proved itself to be a formidable one.
“We did update our combination of products as we came to the U.S. knowing we had a wider range of hair types to serve,” she says. “We will continue to make updates as we get more feedback from people in the U.S. on what they want to see from KeepItAnchored.”
We’re definitely excited to see the ways in which KeepItAnchored will help us keep our curls. Check out the complete kit, as well as smaller options, over at KeepItAnchored.com.
