Rifield Discontinues Hair Loss Shampoo, Launches 'Scalp Science Brand'

Rifield, a brand innovating in the hair loss care sector with patented ingredient 'cADPR', is officially transitioning into a new era of 'scalp cosmetics' as it announces the discontinuation of its hair loss shampoo.

During a press conference held on the 14th in the Seodaemun district of Seoul, Konstant, led by CEO Jeong Geun-sik, declared this significant change and the brand's evolution into the 'Scalp Science Brand'. This rebranding aims to redefine the approach to hair loss treatment from 'washing care' to 'absorption care', intending to introduce a new paradigm in the hair loss care market.

The decision to stop producing shampoos stems from a structural assessment based on extensive clinical and consumer data gathered over time. It highlights the inherent limitations of shampoos in delivering effective ingredients for hair loss treatment, due to their brief contact time with the scalp. This issue exists independently of the quality of the ingredients used. Furthermore, most shampoos contain surfactants, which can excessively damage the scalp barrier if left in contact for more than three minutes.

CEO Jeong notes that the absorption time for functional ingredients is critical. Effective penetration requires at least three to five minutes; however, extended contact with surfactants risks stripping natural scalp protections, leading to dryness or contact dermatitis. Ultimately, the consumer bears the burden of the damage incurred from such products.

Yang Mi-kyung, head of the Rifield research institute, states, "We confirmed that wash-off products show distinct limits in measurable hair loss improvement indicators. This is not merely an issue with specific products but is intrinsic to the shampoo category itself." She emphasizes that the key to effective hair loss treatment lies in delivering active ingredients in sufficient concentrations over adequate time. Rifield challenges the market by asking, "If an ingredient is beneficial for hair loss, why include it in a product designed for quick wash-off?"

Rifield has garnered global attention for its functional ingredients, particularly through its entire product line that features the patented 'cADPR' (cyclic ADP ribose), which aims to fundamentally improve the follicle environment. Developed over 30 years of research and clinical data, cADPR boasts more than 7 million cumulative scalp data points and 34 patents, clinical trials, and research outcomes validating its efficacy.

cADPR is a naturally occurring substance in the body and functions as a coenzyme involved in metabolic processes, making it safe for pregnant and nursing women. It simultaneously inhibits hair loss factors and activates hair growth factors, performing both functions via calcium signaling within the dermal papilla cells.

Rifield also introduced a new dedicated cleanser, the 'Rifield Cytokine cADPR Scalp Reset Cleanser', which promotes a healthy scalp cleaning environment. This product is formulated without sulfates, silicones, pigments, or 26 types of allergens, utilizing EWG Level 1 natural surfactants and achieving a scalp irritation index of 0.00.

Looking ahead, Rifield plans to expand its offerings to encompass a next-generation follicle care lineup, spanning from daily care to clinical treatment levels. This strategy aims to solidify its position as a 'Scalp Science Brand' while increasing collaboration with specialized channels such as pharmacies, dermatology, and clinics. Additionally, Rifield is accelerating its global expansion, targeting five regions including Europe, Latin America, and the Middle East, building on its existing presence in North America and Asia.

CEO Jeong expresses that the hair loss care market has long been dominated by shampoos. While the 'hair loss shampoo' category is familiar and accessible to consumers, it does not necessarily correlate with effective treatment. He acknowledges the structural mismatch that has led many consumers to not experience meaningful changes despite ongoing use of hair loss shampoos. Therefore, Rifield seeks to redefine perspectives and approaches to hair loss treatment.

Moreover, Rifield intends to communicate the discontinuation of its shampoo as a candid acknowledgment of the limitations inherent in hair loss shampoos. The brand aims to convey its authenticity as one willing to present uncomfortable truths to consumers while pioneering the establishment of proper scalp care routines backed by cADPR-based solutions, both domestically and internationally.