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Vytrus launches architecture-inspired hair care active

Vytrus Biotech has launched Elaya Renova, an architecture-inspired, plant-based active for hair and scalp care.

The 100% plant-based active is derived from stem cells of wild olive tree, an ancestral Mediterranean species.

The Spanish company’s latest innovation is inspired by the architectural concept of ‘Tensegrity’ - coined from the contraction of ‘tensional’ and ‘integrity’ – i.e. how changes applied to an area will also exert effects at a distance because everything is interconnected.

“Hair shaft and the scalp are intimately interconnected as a continuum and each part is interdependent from the others,” a spokesman said.

“This new hair care active introduces a new way for the protection and restructuring of both hair and scalp at the same time; a new path that doesn’t require different products for each application (hair and scalp, protection and revitalizing), offering the possibility of a multi-activity ingredient to approach all the needs of hair care in one raw material,” he added.

Vytrus is presenting its Tensegrity concept and innovation in hair care at in-cosmetics Global in Paris, at stand C78.

In a related development, Vytrus has launched a new brand identity based on four pillars.

•             Plants that tell us undiscovered tales about how nature works, as source of inspiration.

•             Innovation that is core in its efforts to create new concepts for personal care.

•             Science that enhances its research based on biotechnology.

•             Passion of a team to make dreams come true by caring each other and crossing frontiers.

The company will “show its authentic self and its commitment to creatively engage with its team, clients, partners, shareholders, suppliers, and collaborators worldwide,” the spokesman 

Upcoming Events

in-cosmetics Global

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1st - 2nd May 2024

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Royal College of Physicians, London
25th - 26th June 2024

in-cosmetics Korea 2024

Hall C, Coex, Seoul, South Korea
24th - 26th July 2024

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São Paulo, Brazil
25th - 26th September 2024

IFSCC 2024

Recanto das Cataratas Thermas Resort, Iguazu Falls, Brazil
14th - 17th October 2024

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Upcoming Events

in-cosmetics Global

Paris Expo Porte de Versailles
16th – 18th April 2024

NYSCC Suppliers' Day 2024

Javits Center, New York
1st - 2nd May 2024

9th Anti-Ageing Skin Care Conference

Royal College of Physicians, London
25th - 26th June 2024

in-cosmetics Korea 2024

Hall C, Coex, Seoul, South Korea
24th - 26th July 2024

in-cosmetics Latin America 2024

São Paulo, Brazil
25th - 26th September 2024

IFSCC 2024

Recanto das Cataratas Thermas Resort, Iguazu Falls, Brazil
14th - 17th October 2024

Access the latest issue of Personal Care Magazine on your mobile device together with an archive of back issues.

Download the FREE Personal Care Magazine app from your device's App store

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