Clariant Natural Ingredients (stand E70) launches Prunizen, a natural “feel good” active to fight stress-induced hair-loss, improve hair vitality and density, and restore hair and scalp well-being. It is an extract of Prunella vulgaris, an edible and traditional medicinal plant commonly known as “self-heal."

Psychoemotional stress (PES) is caused by personal pressures, situations, and life experiences and is unfortunately commonly felt. On-going uncertainty, as in current times, can heighten its presence. According to a new survey conducted by Clariant, more than 70% of consumers feel stressed. They have a thorough knowledge of the effects of stress, and 86% are aware of the negative impact it can have on appearance. Damage to hair is a prime consumer concern, and hair loss is the number one stress manifestation they cite.

“PES is deeply detrimental to scalp and hair health because it triggers excessive production of the hormone cortisol. This provokes negative reactions such as accelerated hair loss, thinning, graying, scalp irritation and itching. It’s not possible to eliminate PES periods from people’s lives, but this herbal active is proven to uniquely reduce stress-induced changes, which will support anti-hair-loss innovation and the growing role of haircare products in managing emotional strain,” comments Alexandre Lapeyre, head of marketing & business development Clariant Natural Ingredients.

Prunizen utilizes the properties of Prunella vulgaris to successfully help reduce cortisol production. In destressing the hair and scalp, the new extract efficiently counteracts stress-induced slowing of hair follicles growth, helps preventing hair fall, and protects hair structure. It also improves the scalp’s well-being by increasing the release of oxytocin, a powerful neurotransmitter that provides potent anti-stress effects.

Clinical tests demonstrate its positive effects in fighting stress-induced hair loss and visibly improving hair density in emotionally stressed people. After three months, the volunteers benefited from -15% reduction in hair in loss stage, +83% increase in hair quality and 38% increase in hair volume.

In light of its effectiveness and natural origin composition, Prunizen is set to be a particularly welcome innovation for formulators and brands as demand for sophisticated high-end hair care steps up.

More info: Clariant Personal Care, click here.