ELAYA RENOVA protects and strengthens the whole hair structure, from scalp to hair shaft
Hair care is a dynamic beauty category that produces innovations year after year. At in-cosmetics Global 2022 in Paris, Vytrus will present its 2022 revolutionary concept and innovation in hair care, the Hair tensegrity, and its holistic application through a plant-based active - ELAYA RENOVA™, a 100% natural active from stem cells of wild olive tree, an ancestral Mediterranean species.
ELAYA RENOVA™ protects and strengthens the whole hair structure, from scalp to hair shaft. Specifically enriched in a nourishing proteo-lipidic matrix, it reinforces both hair and scalp from the inside and works on hair anchoring by a network of proteins between hair shaft and scalp. Hair shaft and scalp are intimately interconnected as a continuum and each part is interdependent from the others.
Latest Vytrus’s innovation is inspired by the concept of Tensegrity. This term comes from architecture and is coined from the contraction of the terms “tensional” and “integrity” (components under compression inside a network in continuous tension). The Tensegrity explains how changes applied to an area will also exert effects at a distance because everything is interconnected.
For instance, a skyscraper must have a good tensegrity (strong enough, but also flexible enough to resist the wind at high altitude). Following this analogy, a healthy hair must have a good tensegrity (strong enough, but also flexible enough to be manageable, soft, easy to comb and maintaining its natural movement).
This integral vision of tensegrity has been transferred by Vytrus to hair structure, launching the new cosmetic approach of TrichoTensegrity, appealing to the importance of scalp and hair structure and its influence on hair mechanical properties and biology behavior.
Hair shaft and scalp are intimately interconnected as a continuum and each part is interdependent from the others. Biotensegrity emerges as the evolution of multifunctional, where it is possible to exert a holistic effect in the complete structure by affecting its individual parts.
This haircare active brings a new paradigm in cosmetics for the protection and restructuring of both hair and scalp at the same time. A new path for not having to use different products for each application (hair and scalp, protection and revitalizing), offering the possibility of a multi-activity ingredient to approach all the needs of haircare in one raw material.