Amino boosted shampoo for thick flowing locks

Related tags Amino acids Amino acid

UK haircare brand Pantene Pro-V is claiming the production of a new
product, which boosts the hair's amino acids, giving everybody the
chance to have luscious locks.

Pantene, owned by multi-national Proctor & Gamble (P&G), believes that Amino Pro-V Complex can rebuild damaged hair "from the root to the tip, from the inside out"​.

Scientists at P&G Beauty attribute damaged hair to the loss of amino acids, the proteins that give strength to the hair, making our locks appear dull, lifeless and lacking health and shine.

"Amino acids are lost from the hair in a number of different ways, through daily maintenance stress, namely mechanical, thermal and chemical, environmental stress, hence UV radiation, pollution, wind and salt water, and emotional stress,"​ said Dr Steve Shiel, senior scientist at P&G Beauty.

The specific amino acids that are lost through everyday wear-and-tear, include lysine, histidine and tyrosine. Scientists therefore have created a formulation enriched with all three of these proteins, which together are responsible for over 60 percent of the hair's strength.

With these added ingredients, plus double the amount of Pro-Vitamin B5, P&G claims that its shampoo can help rebuild hair structure to become up to 10 times stronger than it would otherwise.

"The Amino Pro-V Complex penetrates right into the cortex of hair, where the amino acids form bonds in areas of the hair with depleted amino acid levels,"​ said Shiel. "The increased number of internal structural bonds results in an increase in the strength and resilience of hair."

Related topics Formulation & Science Hair Care

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