Pharmactive to Launch Hair Health Ingredient, Kyoh, at Vitafoods Europe

Pharmactive Biotech Products SLU (Madrid, Spain) has announced the launch of Kyoh, a supplement formulated to support hair follicle function, at Vitafoods Europe, taking place in Barcelona, Spain from May 5-7. The proprietary extract is derived from rocket leaves (Eruca sativa leaf) of the Brassicaceae family of cruciferous vegetables. The extract is standardized to 1.5% Erucosides, a defined group of active compounds naturally present in the rocket species, with HPLC analysis ensuring a total content of 1.5% to 3.0% flavonol glycosides, mainly from quercetin, kaempferol, and isorhamnetin for batch-to-batch consistency and reproducibility.

“Eruca sativa is naturally abundant in bioactive compounds such as flavonoids and glucosinolates, compounds that are widely recognized for their antioxidant and anti-inflammatory properties,” explained Marina Diez-Municio, head of research and development and quality control at Pharmactive, in a press release. “They have previously been associated with beneficial effects on hair biology, including protection against oxidative stress and modulation of pathways involved in hair follicle function and we are beginning to unearth this potential.”

A study published in March of 2025 in Molecules, the extract was shown to enhance gene expression of hair growth-associated growth factors VEGF (Vascular Endothelial Growth Factor) by 60.7% after 4 hours and 267.3% after 24 hours, as well as FGF7 (Fibroblast Growth Factor 7) 50.3% after 4 hours and 244.3% after 24 hours. The study also found an antioxidant response with the increase in gene expression of NRF2 (Nuclear factor erythroid 2-related factor 2) by 71.2%. Pharmactive explains in a release that VEGF “is involved in the stimulation of the blood vessels supplying oxygen and vital nutrients to the scalp,” while FGF7 “contributes to keratinocyte proliferation critical for keratin formation, the main material of the hair strand.”

“These results suggest that Kyoh may support hair growth through multiple complementary mechanisms, including protection against oxidative stress which negatively impacts hair growth by damaging hair follicle cells,” said Diez.

Sourced from European farmers, the company has tight control over the quality and consistency of its supply chain. The extract is also non-GMO and irradiated. The ingredient would appeal to both men and women. According to the company, approximately 50% of women and 70% of men experience hair thinning in midlife, while younger people actively seek solutions to reduce the risk of hair loss.

“Kyoh was developed in response to the growing interest in hair health, especially within the beauty-from-within space, where more targeted solutions are gaining attention,” added Carlos Rodriguez, communications manager of Pharmactive. “Instead of adopting a generalized strategy, the development focused more closely on the hair follicle itself. Kyoh is designed as a nutricosmetic ingredient that takes a more targeted approach to hair care, delivering natural, botanical-origin support through a rigorously defined composition.”

The company recommends a 300 mg daily intake at the beginning, followed by 100 mg for maintenance.

Pharmactive will be exhibiting at booth #5D28.

Reference

1. Mena-García A, Meissner JM, Pajuelo D, et al. Kyoh Rocket Leaf Extract Regulates Proliferation and VEGF and FGF7 Expression in Human Dermal Follicle Papilla Cells. Molecules. 2025, 27;30(7):1489. doi: 10.3390/molecules30071489.