What is it and what's the USP? It’s a range of products for both men and women designed to instantly cover the appearance of thinning hair while improving the health and strength of the hair long term. Natural, organic keratin protein fibers are charged with static electricity so that they bond to the hair come rain, wind or sport. The fibres thicken the hair instantly and come in a range of colours from blonde to auburn, to dark brown and black.
Hero product? The KeraFiber Hair Thickening Fibers (£19.95, chemistdirect.co.uk) is obviously what the range is built around but there is also a hair thickening shampoo, conditioner and hairspray in the range too.
How new is it? It launched in the UK in March this year.