Vitafoods Europe 2026: Pharmactive to debut botanical nutricosmetic for hair growth

Pharmactive Biotech Products has entered the beauty-from-within space with the launch of its first nutricosmetic, Kyoh, which it will exhibit at Vitafoods Europe, from May 5 to 7 in Barcelona, Spain. The single-ingredient, pure extract of Eruca sativa rocket leaves is formulated to help support hair follicle function. 

Recent preclinical studies evidence how flavanol-rich compounds in the common salad green help support hair thickness and growth. Pharmactive recommends a daily intake of 300 mg at the beginning, followed by 100 mg for maintenance.

Rocket seed oil is traditionally used in South Asia as a hair tonic. The dark green leaves from which it is sourced are hailed as “nutrient-dense powerhouses,” packed with vitamins, minerals, phytonutrients, and antioxidants.

Preliminary studies of Kyoh’s potential as an oral hair-support agent already have produced positive results, notes Pharmactive. For instance, one recent lab trial demonstrated the extract’s ability to stimulate dermal papilla cell activity and modulate the activity of genes involved in hair follicle function.

“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,” explains Marina Diez-Municio, head of R&D and QC at Pharmactive.

“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.”

“Rocket fuel” for hair follicles

Pharmactive standardizes Kyoh to more than 1.5% Erucosides, a defined group of active compounds naturally present in rocket species. The ingredient is currently marketed as the only Brassicaceae-derived extract backed by dedicated scientific research for its role in hair growth.

These compounds are quantified by High-Performance Liquid Chromatography analysis to ensure a total content of 1.5–3.0% flavonol glycosides, mainly from quercetin, kaempferol, and isorhamnetin, guaranteeing batch-to-batch consistency and reproducibility.

These actives are believed to lie behind the plant’s stimulating effect on the growth of hair follicle cells, Pharmactive highlights.

One study published in the journal Molecules details results of a lab study that illustrates some of the mechanisms by which Pharmactive’s flavanol-rich extract may influence key cellular processes involved in hair follicle function. 

In this trial, Kyoh was tested on cultured human dermal papilla cells, which play a central role in the regulation of hair growth. The ingredient has proven to modulate gene activity closely associated with hair growth and follicle cycling, vascular endothelial growth factor (VEGF).

VEGF is involved in the stimulation of the blood vessels supplying oxygen and vital nutrients to the scalp.

The trial resulted in the activation of growth factor “FGF7.” This protein contributes to keratinocyte proliferation, critical for keratin formation, the main material of the hair strand. In addition, an antioxidant regulator, NRF2, which preconditions cells to boost their resistance to oxidative stress, was activated. FGF7 also sends signals to the follicles to start a new hair growth cycle.

Future clinical research

A clinical trial demonstrating Kyoh’s positive impact on hair integrity is due to be published later this year.

“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,” adds Diez.

Approximately 50% of women and 70% of men experience thinning hair in midlife, often manifesting at the crown, according to Pharmactive. The company highlights that younger people are also actively seeking natural solutions that can help prevent hair loss or boost hair thickness and appearance.

Pharmactive sources its raw material from European farmers, which it says allows tighter control over the quality and consistency of its supply chain. Kyoh is non-GMO and non-irradiated, aligning with current expectations for naturally derived ingredients.

“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,” conveys 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.” 

In other recent headlines, South Korea’s Ministry of Food and Drug Safety officially granted Pharmactive Biotech Products individual license approval for its flagship saffron extract, Affron. The endorsement greenlights the ingredient’s scientifically backed stress relief claim, making it the sole holder of this recognition in the country.