For Jen Atkin and Vital Proteins, healthy hair starts from the inside out.
The celebrity hairstylist teamed up with the Nestle Health Science-owned brand, known for its collagen powder, to develop a new product, Hair Complex ($30). Currently available on the brand’s site and on Amazon, the flavorless powder is formulated with collagen peptides and Rustriva Hair Complex (consisting of L-arginine, inositol, potassium silicate, and magnesium biotinate) to promote thicker, healthier hair, and the team says it’s suitable for all hair types.
To mark the launch, Atkin, known for his approach to healthy hair, has been brought on board as an ambassador for the product. Atkin also founded hair care brand Ouai and hair tools brand Mane.
For Atkin, the partnership aligned with her passion for hair health and the needs of her customers and followers.
“I always preach about hair care, hair health, and how to make your hair look good,” she says. “The number one question I get on Instagram and TikTok is, ‘I’ve noticed my hair getting clumpy and falling out,’ or, ‘I’ve noticed my hair has changed over the years.'”
According to the Cleveland Clinic, hair’s growth phase can take anywhere from two to seven years, during which changes can occur: Anecdotally, Atkin has seen patients who have been going through these changes for years and are searching for answers, which is why she recommends being proactive about caring for your hair, just like you would your skincare.
“It’s important to think about your hair before you start noticing any changes,” Atkin says.
That being said, the simpler the routine, the better, according to Atkin.
“I hate anything complicated,” she says. “My clients are on a lot of medications. I feel like my girlfriends in their 40s are on a lot of medications. It’s disgusting.”
Jen Atkin with Vital Proteins’ new Hair Complex.
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That said, Hair Complex comes in an easy-to-mix, flavorless powder that can be added to any beverage. Atkin mixes it with water and electrolytes. The powdered drink format is a perfect fit for the “sexy water” craze, as consumers now tend to incorporate oral supplements into their diet.
Atkin plans to create educational content around the product, but a picture is worth a thousand words.
“The best thing about social media is you get to see people’s before and afters,” Atkin says. “I’m actually working on it myself, and I’m getting my mom to do it, because she feels like her hair is losing volume because of stress… so I’m on a journey to show her how her hair is already looking better.”
Hair issues like thinning and dryness can be caused by a variety of factors, including menopause, stress and chemical damage, but Atkin recommends starting with Vital Protein Hair Complex, getting regular haircuts and treating ends with treatment masks and hair oils.
“It was really tedious having to take so many different medications and vitamins all the time,” Atkin says.[Hair Complex] It’s very easy to incorporate into your life.”
