Editor's Spotlight: Startup Focus

Hair care expert gets to the root with supplement startup

By Nikki Hancocks

- Last updated on GMT

Trichosmart supplement pouch and glass bottle
Trichosmart supplement pouch and glass bottle

Related tags Hair care Skin Beauty from within

A hair and skin supplement startup founder says his sustainable and natural products are the perfect solution for a post-pandemic audience.

As a hair loss sufferer since his 20's, Rob Hughes, founder of the brand RE-NU-ME, has tried many solutions to rectify his concerns, including surgical, non-surgical and cosmetic treatment options.

It was in his early 30's that he turned his personal passion into a profession and he became a senior hair specialist for a hair restoration company. Working his way through the ranks he gained many years of training and research into the root causes of hair loss.

His fascination with the subject set him on his own venture to develop a range of personal care products and natural, bioavailable, phytonutrient-packed supplements that focused on the root causes of hair concerns.

Hughes’ co-founder Edward Marsden was a client and experienced investment manager who recognised Hughes' vision and became the first investor in the business.

Over time, Hughes and his small team developed a hair and a skin care product which launched just this month, using the same formulation principles to chemically define and provide the nutrients required to support each area of the body that we are targeting.

The debut products

The hair care product 'DermaSMART' is designed to decrease hair loss, strengthen thinning hair, support production of thicker, fuller hair and restore vitality. It contains AnaGain Nu and NutriFoll complex, a proprietary blend of Alpha lipoic acid, MSM, Lycopene, Spirulina, Saw palmetto, Horsetail extract, Bamboo silica, Hyaluronic acid, Pea protein, Myo-inositol, Amino acids, fortified with amino acids, vitamins & minerals

The skin care product 'TrichoSMART' is designed to improve base skin condition and structure, increase collagen production and improve overall skin health. It contains DracoBelle Nu, a patented Moldovan Dragonhead extract, and NutriColl complex, the brand’s proprietary blend of Alpha lipoic acid, MSM, Lycopene, Astaxanthin, Aloe vera, Horsetail extract, Bamboo silica, Hyaluronic acid, Pea protein, fortified with amino acids,


vitamins (A, B2, B3 and E) & minerals (zinc, copper and selenium).

All supplements are free of: gluten, soya wheat, palm oil, dairy, glucose, preservatives, fillers, or artificial ingredients.

Sustainable focus

The startup is a proud member of 1% For the Planet meaning they donate 1% of all sales towards supporting environmentally active non-profit partners such as Oceanic Global, Plastic Bank, and Less Plastic, which support 14 of the 17 Global Goal initiatives.

They’ve also teamed up with Sirane, who have developed an innovative plastic-free certified SUP solution made entirely from paper called Earthpouch, with a heat sealable coating designed to keep products fresh.

The products are supplied as a 90 capsule refill pouch which can be dispensed into a reusable glass bottle with a bamboo cap.

A perfect fit

The entrepreneur says the pandemic has caused a paradigm shift in consumer purchase behaviour, making it the perfect time for a brand such as this to launch.

"As a whole, COVID has highlighted the importance of leading a healthy lifestyle. This has naturally translated into the food and supplements we take. Many consumers considered sustainability, ethically sourced ingredients and packaging as important beforehand, but this focus has only increased as a result of the pandemic and the transition to a more sustainable future has accelerated."

CosmeticDesign-Europe recently reported​ that 'Ethical Ethos' became a big trend as a result of the pandemic. It also reported that consumers started to think more carefully about skin health as time at home and more investment in self-care shifted focus away from makeup and perfume and towards maintaining natural and healthy skin.

Sales in the derma beauty category soared​ and skin care overall performed particularly well​ as consumers sought out products that rejuvenated and cared for skin needs. 

Knowledge and interest in the skin microbiome​ accelerated within this, as consumers gained an increased understanding on how to balance and manage skin health holistically and many beauty brands started to talk more about this topic.

"COVID has sped up the trend of 'nutrition as wellness' as a whole," ​adds Hughes. "The impact of the pandemic has created a transformational shift in this direction. More and more consumers are becoming self-aware about the impact of traditional topical, and cosmetic beauty regimes."

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