Aveda’s New Natural Anti-Hair-Loss Line Stars Ayurvedic Herb Turmeric

Aveda has unveiled a new natural solution for reducing hair loss by 33%, the brand says. The new Invati hair-care regimen-including exfoliating shampoo, thickening conditioner, and scalp revitalizer-features Aveda’s new Densiplex botanical complex, which stars the ayurvedic herb turmeric (Curcuma longa).

In addition to turmeric, Densiplex features other ayurvedic herbs as well as ginseng. Aveda says the complex helps energize and rehabilitate the scalp around the hair follicles when massaged in, addressing issues such as hair thinning, loss of volume, lack of density, or a tighter or drier scalp. To target the right ingredients for Densiplex, the company consulted renowned ayurvedic doctors Vinod and Kusum Upadhyay of Maharshi Bhardwaj Clinic and Research Center in Hardiwar, India.

“The majority of women currently treating thinning hair are unsatisfied with their current regimen and very interested in a natural alternative,” said Aveda’s vice president of global marketing Marianne Knutson, in a press release. “This significant gap in treatment inspired Aveda to enter the anti-thinning hair category to provide guests with high-performing, botanical-derived solutions and capitalize on a considerable growth opportunity for the brand.” The Invati line comprises 97% natural ingredients.