Nutraceutical specialist Pharmactive Biotech Products has announced the debut of its first nutricosmetic, Kyoh, at this year's Vitafoods Europe show, marking the company's entry into the beauty-from-within space.
The ingredient is a rocket leaf extract formulated to help support hair follicle function.
Rocket leaves — known as nutrient-dense powerhouses — are packed with vitamins, minerals, phytonutrients and antioxidants. Research has also associated them with supporting hair thickness and growth, noting the traditional use of rocket seed oil as a hair tonic in South Asia.
Pharmactive said in its announcement that it has also begun its own scientific research into the link between this natural botanical and follicular health.
Rocket fuel
Kyoh is a concentrated extract of Eruca sativa leaf designed to support hair growth.
It contains more than 1.5% Erucosides, active compounds found in rocket species, quantified through HPLC analysis for consistency, as well as 1.5% to 3.0% flavonol glycosides, mainly quercetin, kaempferol and isorhamnetin.
These compounds are thought to enhance the growth of hair follicle cells.
"Eruca sativa is naturally abundant in bioactive compounds such as flavonoids and glucosinolates, compounds that are widely recognised for their antioxidant and anti- inflammatory properties," said 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.
A 2025 publication in the journal Molecules highlights a study on Kyoh and its effects on hair follicle function, with the ingredient found to modulate gene activity linked to hair growth, particularly vascular endothelial growth factor (VEGF), which stimulates blood vessels that supply nutrients to the scalp.
Pharmactive added that a clinical trial demonstrating Kyoh's benefits for hair integrity is scheduled for publication 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," added Diez.
Why this matters
About 50% of women and 70% of men experience thinning hair during midlife, often starting at the crown.
Younger people are also seeking natural solutions to prevent hair loss and enhance thickness.
"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," said Carlos Rodriguez, Communications Manager of Pharmactive.
"Instead of adopting a generalised 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.
The company recommends a daily intake of 300 mg at the beginning, followed by 100 mg for maintenance.
Kyoh is non-GMO, non-irradiated and is the only Brassicaceae extract backed by scientific research for promoting hair growth.
Pharmactive said that it will introduce Kyoh and other branded ingredients, including Affron and Ag10+ at Vitafoods Europe, May 5-7 in Barcelona, at booth #5D28.