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Spanish nutraceutical specialist Pharmactive Biotech Products is entering the beauty-from-within space with the launch of its first nutricosmetic, Kyoh, formulated to support hair growth.

The single-ingredient, pure extract is designed to help support hair follicle function, with recent lab trials producing positive results. Approximately 50% of women and 70% of men experience hair thinning in midlife, while young people are also actively seeking natural solutions that can prevent hair loss and boost hair thickness and appearance.

Kyoh is a proprietary extraction of rocket leaves, from the Brassicaceae family of cruciferous vegetables that is commonly used in salads. Characterised by their dark green leaves, they contain vitamins, minerals, phytonutrients and antioxidants.

Pharmactive noted that research has increasingly associated these botanicals with supporting hair thickness and growth, with rocket seed oil traditionally used as a hair tonic in South Asia.

In a recent lab trial, Kyoh was demonstrated to stimulate dermal papilla cell activity and modulate the activity of genes involved in hair follicle function.

Kyoh is a pure extract of Eruca sativa leaf, standardised to more than 1.5% Erucosides, a definitive group of active compounds naturally present in rocket species.

These compounds were quantified by HPLC analysis to ensure a total content of 1.5% to 3% flavonol glycosides, Pharmactive said, mainly from quercetin, kaempferol, and isorhamnetin guaranteeing batch-to-batch consistency and reproducibility. These actives are thought to be behind the plant’s stimulating effect on hair follicle cells growth.

The ingredient has displayed capabilities in modulating gene activity closely associated with hair growth and follicle cycling – in particular, vascular endothelial growth factor (VEGF). VEGF is involved in the stimulation of the blood vessels supplying oxygen and vital nutrients to the scalp.

Growth factor ‘FGF7’ was also activated. This protein contributes to keratinocyte proliferation critical for keratin formation, the main material of the hair strand. In addition, an antioxidant regulator, NRF2, which pre-conditions cells to boost their resistance to oxidative stress was activated. FGF7 also sends signals to the follicles to start a new hair growth cycle.

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

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

Pharmactive sources its raw material from European farmers, and the ingredient is non-GMO and non-irradiated, aligning with today’s consumers’ expectations around naturalness.

The company recommends a 300mg daily intake at the beginning, followed by 100mg for maintenance. Pharmactive will introduce Kyoh at Vitafoods Europe from 5-7 May 2026 in Barcelona, Spain, next week.