||Thinning hair care products
||Atlanta, USA Sep 3, 1987
||Eva Graham, Founder
||Proctor & Gamble (2008)
||NIOXIN (Official website)
Nioxin is a salon professional hair care brand specializing in hair thinning. The consumer target is women and men who experience hair thinning, which the company estimates as 78% of salon visitors in the US. Its products are distributed in hair care salons and professional retail outlets in more than 40 countries.
Founded in 1987 in Georgia, USA, the brand was bought by Proctor & Gamble in 2008 and now forms part of its Salon Professional group of companies. Headquarters are in Geneva, Switzerland, with the US division operating out of Woodland Hills, California.
Nioxin Research Laboratories was founded by Eva Graham, who experienced hair thinning after childbirth. She oversaw the privately owned operation and was responsible for brand development until it was acquired by Proctor & Gamble in 2008. The deal enabled P&G to buy into one of the fastest growing segments of the cosmetic industry – hair loss treatments.
Nioxin launched in 1987 with a single product: a 3-Part System Kit consisting of a cleanser, a lightweight conditioner known as ‘Scalp Therapy’, and a 'Scalp Treatment' designed to stimulate and protect the scalp. By 1993, this had expanded to eight different variations. Each system is intended for particular needs, which are assessed according to stage of thinning (normal to thin-looking or noticeably thinning), hair texture (normal or medium to coarse) and whether hair is natural or chemically treated. The range, which remains the company’s primary sales focus and highest grossing product, has recently been redeveloped and reformulated into six systems. Scalp Recovery (currently available only in the US) is an additional 3-Part System specially designed for people with specific scalp problems such as dandruff and seborrheic dermatitis.
The Intensive Therapy range, developed in 1996, is intended for hair-thinning sufferers with specific needs, such as under-nourished hair or areas of advanced thin-looking hair. It was revised in 2009 to include three products: Hair Booster, Nioxin’s best-selling product outside the system kits, Deep Repair Hair Masque and a dietary supplement called Recharging Complex (currently available only in the US).
In addition to its consumer products, Nioxin has also developed a product for specific salon use – Dermabrasion Treatment. The treatment, carried out by a trained stylist, exfoliates the scalp, removing build up and helping regenerate the scalp’s surface. Upon P&G’s takeover in 2008, the service was extended with Density Restoration – a take-home product intended to restore a dense, healthy appearance to the hair.
Nioxin’s range of styling products, specifically formulated for thinning hair, is also available in the US.
Nioxin Research Laboratories' research has resulted in six patented technologies, each contained within a selection of Nioxin products: BioAmp (increases the fullness of each hair strand), Activ-Renewal (provides a refreshed scalp environment), Transactive Delivery System (cleanses the hair and scalp of sebum and environmental residues), Scalp Access Delivery System (cleanses and protects scalp from the environment), Smoothplex (provides moisture balance) and Glyco-Shield (provides moisture balance to color-treated hair).
Nioxin has won the Stylist Choice Award for best fine or thinning hair brand every year since 2001. The brand has featured in several well-known health and beauty and specialist publications, including New Beauty, Fitness, Launchpad and Oprah Magazine.
Nioxin’s website includes a consultation tool app that allows users to find out about the possible causes of thinning hair, diagnose their particular needs and find Nioxin products that match. It also has a salon finder, enabling users to locate their nearest Nioxin-accredited stylist and request an appointment.
As of November 2011, the Nioxin US Facebook page has 18,000 fans. The brand also has a presence on YouTube, with a dedicated channel featuring product demonstrations and videos showing how each Nioxin patented technology works.