Rekze Laboratories is moving scalp wipes into the hair care category

24-Oct-2016 - Last updated on 25-Oct-2016 at 18:59 GMT

Related tags Hygiene Skin

Until recently scalp wipes have been basically skin care for the head (like Bee Bald’s Refresh wipes for the head and face). Now the anti–hair loss collection from Rekze has changed the equation.

Founded in 2015, OTC hair care maker Rekze Laboratories has a portfolio of four products: a shampoo, a conditioner, a scalp serum, and wipes.

Wipes as a personal care product category have applications almost everywhere. These are designed to “make it easy to clean the scalp and restore its natural moisture balance, as maintaining a healthy scalp is essential to optimal hair regrowth,” explains a press release about the company’s product launch.

Formula and benefits

Some of the notable ingredients in Rekze’s scalp / hair care wipes are Sphinganine and Apigenin. The wipe product formula also includes, “Cinnamomum zeylanicum bark extract, which serves as anti-bacterial, anti-fungic, and has soothing properties, Biotinoyl tripeptide-1 (Biotinyl-GHK) to stimulate cell metabolism, and Kigelia africana fruit extract whose flavonoids (lutelol and apigenol), terpenes (ursolic acid) and rosmarinic acids inhibit 5α- reductase, and has strong antioxidant and anti-inflammatory properties,” according to the press release. “At the same time Ginkgo biloba leaf extract…improves tissue irrigation and activates cellular metabolism.”

And according to the company’s ecommerce site the key benefits comprise:

Specially designed for both men and women
Recommended where regular deep cleansing is less frequent
Reduce hair fall due to breakage
Help strengthen hair resilience against cuticle damage
Condition, cleanse and moisturise the scalp
Keep the scalp from itching and keep the hair smelling fresh

Complex is best

Many newer brands have formulation strategies that limit the number of ingredients in any give product in an effort to be simpler, cleaner, safer, more natural, etc. This isn’t the case for Rekze. In fact, the company highlights just how many ingredients go into each formula in the product name.

The scalp / hair care wipes are called ‘28’ because they are formulated with 28 ingredients. Rekze’s serum is called ’24,’ the conditioner is known as ’43,’ and the shampoo is called ’63.’

Putting the formulation and naming strategy in context, the press release notes that “the products use a complex formula created to help stimulate the scalp naturally to boost blood circulation and better nourish hair follicles, while cleaning the build-up on the surface of the scalp that clogs the hair follicle to create the optimal conditions essential for a healthy hair growth.”