Hair is often one of the first things we notice about ourselves and others, making it much more than a simple aesthetic feature. It plays a crucial role in self-expression, identity, and emotional well-being. However, in today’s fast-paced world, everyday activities constantly challenge the hair’s natural structure and resilience. As a result, it progressively loses softness, hydration, and strength, making it harder to maintain a healthy and attractive look even when following a consistent care routine.
To address these challenges, at Provital we drew inspiration from the combined insights of biomechanics and tribology to develop a unique biotech active. The fusion of biomechanics and tribology offers a comprehensive understanding of hair behaviour under daily stressors.
Consumers today demand visible, science-backed results tailored to their unique needs, while also seeking richer sensory experiences. That’s why Covertrix was developed as a bio-intelligent shield, designed to meet key needs across all hair types. Powered by Provital’s exclusive sustained-release system, the improved 3D Matrix Technology strengthens bioadhesion, boosts protective performance, and interacts directly with the hair fiber to protect against daily damage.
At the heart of this shield is a plant-based active derived from amaranth seed extract, also known as kiwicha or ‘love-lies-bleeding’. Amaranth has long symbolised resilience and enduring beauty; its name means “King of immortality” in Sanskrit and “flower that never fades” in Greek. With deep cultural roots, it has been used for centuries across the Americas for a variety of purposes.
Leveraging multi-capillary injection technology, Covertrix is developed by embedding Amaranthus caudatus seed extract, obtained through a precise two-step enzymatic hydrolysis, into an advanced 3D plant-based biopolymer matrix. Enhanced with lysine and PCA glyceryl oleate, this matrix improves functionality and performance. The fusion of zea mays starch and sclerotium gum transforms the 3D Matrix into a cutting-edge system that adapts, supports, and performs on multiple levels.
Drawing on Brazil’s rich beauty, characterised by diversity and a strong focus on sensoriality, Covertrix has been backed by ex vivo research across multiple hair types (I, III, V, VII), ensuring a truly multi-ethnic panel to deliver four key benefits:
- Inner strengthening by enhancing tensile strength, breakage resistance, and durability under daily stress.
- Gloss & smoothness by delivering intense shine while leaving hair softer and smoother, reducing fibre friction, facilitating combing and enhancing manageability.
- Deep hydration & lasting moisture by enhancing the fibre's ability to retain internal moisture.
- Quick-dry performance by speeding up blow- and air-drying, minimising heat exposure, and saving time while leaving hair noticeably lighter.
Serving as a multifunctional platform for next-level hair care, Covertrix appears as a 100% natural origin (ISO 16128), COSMOS approved, halal certified, and China and vegan compliant. This high-performance ingredient bridges biomechanics & tribology to reinforce fibre strength while enhancing hydration, shine, softness and quick-dry performance for overall health.
