As reported in the February 2023 edition of Global Cosmetic Industry magazine, there is simply no bigger hair care trend than scalp care.
In its annual forecast, Pinterest revealed that scalp health searches are climbing.
- Clean scalp searches are up 55%
- Scalp treatment for dry scalp searches are up 70%
To that end, Straand is powered by IFF Lucas Meyer Cosmetics’ Defenscalp (INCI: water (and) Epilobium angustifolium flower/leaf/stem extract), which reportedly helps decrease sebum production on the scalp, reduces the appearance of dandruff flakes and soothes scalp irritation.
The technology inhibits 5-α reductase, thereby normalizing sebum production, per the supplier. It also downregulates the immuno-inflammatory defense system. Meanwhile, the stimulation of involucrin synthesis supports the formation of a healthy stratum corneum.
Straand comprises four prebiotic scalp care products and is preparing a premium range for a forthcoming U.S. expansion via direct-to-consumer and Amazon, per the report. It is also set to expand into the United Kingdom, Europe and China.
In Australia, the brand distributes via Adore Beauty.
Straand is led by co-founder and general manager Meagan Pate, Sarah Hamilton, Jeremy Hunt, Tim Brown and Nick Morris.