Online Exclusives

In the Thick of It

By Christine Esposito, Associate Editor | January 12, 2012

Aveda creates new natural regimen for thinning hair.

Consumers with thinning hair will try just about anything to turn the tide. And now, thanks to Aveda, they can call upon the 5,000 year old Ayurvedic tradition to bulk up their tresses. The Estée Lauder-owned company is rolling out Invati this month, a system of 97% percent naturally-derived products that is said to reduce hair loss by 33%.

According to Aveda,46% percent of women globally are concerned with thinning hair, yet only a quarter of them act on those concerns.

Invati, which is Sanskrit for invigorate, is a daily topical regimen and herbal supplement created for those suffering fromhair and scalp aging such as thinning, loss of volume, lack of density, or a tighter or drier scalp. Densiplex, a complex of Ayurvedic herbs that helps energize and rehabilitate the scalp around the follicles when massaged into the head, powers the range.
 
The system’s blend of Ayurvedic herbs comes via Ayurvedic doctors and brand ambassadors Vinod and Kusum Upadhyay of the Maharshi Bhardwaj Clinic and Research Center in Hardiwar, India. The duo has been advising Aveda on Ayurvedic remedies since the inception of the brand, according to Marianne Knutson, vice president of global marketing at Aveda.

 
Aveda's got the secret for thinning hair.
Aveda’s botanical research lab then turned to 21st century technology to optimize the blend of herbs in the development of the Densiplex complex, according to Knutson.

Invati’s hero ingredient is turmeric. To source it, Aveda partnered with Nisarga, an Indian company committed to growing Ayurvedic herbs via organic agriculture while supporting local communities.
 
Invati’s phyto-therapeutic aroma blend, created in-tandem by clinical aromaologist Pierre Franchomme and Aveda master organic perfumer Ko-Ichi Shiozawa, is an invigorating blend of essential oils, including lavender, rosemary, ylang ylang, myrtle and ambrette.

The full Invati range includes exfoliating shampoo, thickening conditioner, scalp revitalizer and Healthy Hair Daily, a botanically-active herbal supplement that supports healthy hair with a special formulation of Ayurvedic herbs and botanical extracts, including turmeric and gotu kola, plus antioxidants amla and green tea extract. Users take one capsule twice daily after meals. A 60-tablet supply is $55.
 
“The natural world offers some of the most effective ingredients,” said Knutson. “Invati is a great example of Aveda’s ability to provide both natural and high-performing products.”


 
 

Related End-User Markets:

  • The World Comes to Orlando

    The World Comes to Orlando

    Tom Branna, Editorial Director||December 1, 2016
    More than 1,600 chemists traveled to Florida for the IFSCC Congress

  • The Plex  Phenomenon

    The Plex Phenomenon

    Denise Costrini, Croda North America||December 1, 2016
    Croda details the hair-protecting qualities of bond multipliers and the company’s new bond-building formulation system.

  • New Hair Care Ingredients

    December 1, 2016
    Check out the latest releases from suppliers.

  • Organic Matter

    Organic Matter

    Christine Esposito, Associate Editor||November 14, 2016
    FTC and USDA hold a public roundtable to discuss consumers’ perception of organic claims.

  • Help for Up Above

    Help for Up Above

    Christine Esposito, Associate Editor||November 14, 2016
    A brand from Down Under is touting a new formulation for what’s missing on top.

  • Hair for Me!

    Hair for Me!

    October 31, 2016
    Function of Beauty fulfills the promise of personalization in the beauty space—one bottle at a time.

  • Let the Magic Begin!

    Let the Magic Begin!

    Tom Branna, Editorial Director||October 10, 2016
    IFSCC Congress gets underway at Walt Disney World this month.

  • P&G’s Latest Patents

    P&G’s Latest Patents

    Christine Esposito, Associate Editor||October 10, 2016
    A look at recent patent and IP related news from the biggest household and personal care player in the US.

  • Cosmetic Chemists Head to Orlando Next Month

    Cosmetic Chemists Head to Orlando Next Month

    September 26, 2016
    Organizing Chair Guy Padulo explains why you should attend the IFSCC Congress.

  • Active Agents

    Active Agents

    September 19, 2016
    On the surface, surfactants may seem staid, but the market, and the supplier activity driving it, is bubbling.

  • Expanding Erbaviva

    Expanding Erbaviva

    Christine Esposito, Associate Editor||September 13, 2016
    A farm-to-bottle organic brand celebrates its 20th anniversary with a new look, new products and plans to expand in the US.

  • Lauder’s Latest Patents

    Lauder’s Latest Patents

    September 1, 2016
    A composition with NIR light emitting material, a skin care device and more awarded to this beauty business giant.

  • Fro Yo!

    Fro Yo!

    Tom Branna, Editorial Director||August 22, 2016
    Project Beauty dishes out Hairgurt, a line of vitamin-rich hair shampoos and conditioning masques.

  • Red, Black & Blue

    Red, Black & Blue

    August 8, 2016
    No matter who wins the US Presidential election, Americans expect their finances to get bloodied and bruised in 2017.

  • Athletes, Not Objects

    Athletes, Not Objects

    Nancy Jeffries, Contributing Editor||August 1, 2016
    Dove Unveils My Beauty billboard in Times Square.

  • Patent Update

    Patent Update

    July 28, 2016
    Three-layered hair product from Lauder, palm oil extracts for wrinkle treatment and more in recently awarded patents.

  • Enter Éclair

    Enter Éclair

    Christine Esposito, Associate Editor||July 5, 2016
    A new naturals line rolls out in Rite Aid stores nationwide.

  • What

    What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 27, 2016
    Euromonitor weighs in on how Brexit could impact consumer product companies.

  • The Future of Innovation

    The Future of Innovation

    Nancy Jeffries, Contributing Editor||June 27, 2016
    Fashion Institute of Technology graduate students tackle a far-reaching topic for their Capstone project.

  • Problems for Preservatives

    Problems for Preservatives

    June 20, 2016
    David Steinberg details the issues surrounding this critical ingredient category.

  • Exploring Green in Vegas

    Exploring Green in Vegas

    Christine Esposito, Associate Editor||June 6, 2016
    Cosmoprof North America sets the stage for brands dedicated to the growing and evolving eco-friendly beauty space.

  • We

    We're Surrounded!

    Tom Branna, Editorial Director||May 30, 2016
    Industry experts explain the important role that the skin microbiome plays in human health.

  • Luxury Re-Coded

    Luxury Re-Coded

    Nancy Jeffries, Online Editor||May 25, 2016
    Consumers have new expectations for beauty.

  • Procter Reels in Doctors

    Procter Reels in Doctors

    May 16, 2016
    The Procter & Gamble stand was abuzz during the annual meeting of the American Academy of Dermatology.

  • If You’re Going to San Francisco…

    If You’re Going to San Francisco…

    Tom Branna, Editorial Director||May 13, 2016
    Be sure to contact the Bay Area Beauty Association.

  • Kitchen Counter Cosmetics

    Kitchen Counter Cosmetics

    Christine Esposito, Associate Editor||May 2, 2016
    LOLI box marks the convergence of natural and organic ingredients, subscription service and DIY cosmetic chemistry.

  • Mapping Out Multicultural Beauty

    Mapping Out Multicultural Beauty

    April 25, 2016
    Agnieszka Saintemarie of Kline Group about current trends and challenges in multicultural beauty.

  • At a Loss for Curls?

    April 22, 2016
    Amplixin, a Miami-based maker of hair strengthening products, has a solution for hair loss.