Supplier News Breaks
B’iota set to expand herbal hair care lineup
December 9th, 2013
NEW YORK – B'iota Botanical Laboratories is slated to extend its line for thinning hair with two products.
The company, which has seen success in the United States with its herbal shampoo and advanced herbal leave-in serum, said that next month it plans to launch an intensive therapy formula of the popular herbal shampoo and an herbal conditioner.
The intensive therapy herbal shampoo is the brand's most concentrated formula, with double the amount of the proprietary blend of ingredients called herbal complex Bioxsine, a combination of botanical extracts with minerals and essential fatty acids. The product targets consumers who are experiencing severe thinning, promising visible results after 30 days.
The herbal conditioner is being introduced in response to overwhelming consumer demand. The product is formulated to act, feel and smell like a traditional, high-quality conditioner, delivering exceptional nourishment, moisture and control while providing an additional layer of Bioxsine, according to B'iota.
All B'iota Botanicals products are aimed at women and men who have weak, damaged and thinning hair. According to the American Academy of Dermatology, about 40% of women over age 40 experiences this problem.
According to recent IRI data, hair regrowth products are far outperforming the hair care category as a whole. B'iota International believes there is tremendous potential in this market.
B'iota has been offering effective and long-term solutions to beauty problems since its founding in 2002, according to John Van Houten, general manager for North America at B'iota International LLC. Its products have been clinically tested and shown to promote stronger, thicker and fuller hair.
"Our innovation pipeline of new items across many categories is long and plentiful," Van Houten said. "However, we are looking to hair care as our initial growth driver in the U.S. We believe that B'iota Botanicals goes a long way in better addressing consumers' needs around convenient, safe and effective products as well as the consumer's overwhelming desire for herbal-based products."
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