Booth 5D28

Pharmactive Biotech Products is entering the beauty-from-within market with the launch of Kyoh, a proprietary extract of Eruca sativa leaf (also known as rocket leaves, from the Brassicaceae family of cruciferous vegetables) formulated to help support hair follicle function. Pharmactive will exhibit Kyoh at Vitafoods Europe, May 5-7 in Barcelona at Booth 5D28.

Characterized by their dark green leaves, rocket leaves are dense with vitamins, minerals, phytonutrients, and antioxidants. Research has associated the botanical with supporting hair thickness and growth, with traditional use of rocket seed oil as a hair tonic in South Asia.

Preliminary studies of Kyoh’s potential as an oral hair-support agent have produced positive results. 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.

Kyoh is standardized to more than 1.5% Erucosides, a defined group of active compounds naturally present in rocket species. These compounds were quantified by HPLC analysis to ensure a total flavonol glycoside content of 1.5% to 3.0%, mainly from quercetin, kaempferol, and isorhamnetin, thereby guaranteeing batch-to-batch consistency and reproducibility.

“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,” 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.”

Research and Validation

A March 2025 publication in the journal Molecules detailed results of a lab study that illustrated some of the mechanisms by which Pharmactive’s flavanol-rich extract may influence key cellular processes involved in hair follicle function.

Kyoh was tested in cultured human dermal papilla cells, which play a central role in regulating hair 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 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.

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

“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,” said Diez.

Pharmactive sources its raw material from European farmers, allowing the company tighter control over the quality and consistency of its supply chain. Kyoh is non-GMO and non-irradiated.

“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 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.”

The company recommends a 300 mg daily starting dose, followed by 100 mg for maintenance.

Pharmactive will showcase Kyoh and other branded ingredients, including Affron and Ag10+ at Vitafoods Europe May 5-7 in Barcelona, Booth 5D28.