We already know the origins of the project that gave rise to the Ekos Patauá line, the challenges of large-scale production, and the unique characteristics of this lush Amazonian palm tree, from whose fruits the oil used in Natura products is extracted.
Now, after this entire journey, it's time to look at the final result of this endeavor, in the form of each of the six products that make up the new Ekos Patauá line: a tonic, shampoo and conditioner, a mask, concentrated oil capsules, and a strengthening oil for finishing.
“The entire Ekos Patauá line is enriched with Patauá oil, a bioactive obtained through a careful process from the harvesting of the fruits to the extraction of the oil,” says Pamela Maiuolo, Product Development Manager at Natura. “We use the raw oil because it contains the biological activity.”
Pamela recounts the process through which Natura's innovation team concluded that Patauá oil should be used in a line focused on hair growth and strengthening.
“We sought to find out what the heart of this bioactive was; for what purpose it should be used,” says Pamela. “Through genetic tests, we concluded its action on the mechanism that operates in the hair follicle cycle. It is related to an increase in the growth phase, which we can translate as a stimulus for the growth of the existing strand.”
Pamela explains that it is in the raw oil that this richness is found. “We tested refined oil, but the result is not the same. And then, we began to develop the line of products thinking about this benefit.”
Thus, the Ekos Patauá line was born with products designed to bring more strength and intensify hair growth.
Although all six products contain Patauá oil, there is a “protagonist” in the team: the hair tonic, which Natura recommends be applied directly to the scalp, without rinsing, to stimulate hair growth.
“We conducted several tests throughout the project, including with consumers,” says Pamela. “With the tonic, we performed in vitro tests that evaluate some issues related to the product's mechanism of action. We assessed the inhibition of the protein STAT3 synthesis from the JAK-STAT pathway, which is the mechanism through which the oil acts to enhance the hair growth phase.”
In this process, Natura's research team confirmed the benefits of the product. In ex-vivo tests, where hair is examined in the laboratory, factors such as anchoring and thickness of the strands were inspected.
“We proved that with the use of the product, we have an increase in thickness at the base of the root,” says Pamela. “The strand becomes more anchored, more firm.”
According to Natura's Product Development Manager, the tonic should be applied directly to the scalp every other day. This way, it acts on the hair bulb, allowing the hair to remain in the growth phase for a longer time.
“We suggest a nighttime treatment, as the tonic should be used without rinsing to stay in contact with the scalp for longer,” explains Pamela. “It is a water-based formula, so it does not leave the scalp oily and does not weigh down the strand. However, if the consumer feels the need, they can wash their hair the next morning.”
But the benefits of the new Ekos Patauá line go beyond the hair tonic. The shampoo, for example, aims to cleanse in a balanced way, helping to prepare the strand for a deeper treatment with the rest of the line. The fragrance, fresh and comfortable, evokes classic Natura products.
The conditioner hydrates and strengthens the length of the strands. It acts on the hair cuticle, leaving the hair more conditioned, uniform, reducing frizz, and providing more softness.
Another product from the Ekos Patauá line, the mask acts both on the surface and in the hair cortex. It can be used for a deeper treatment; for restoration, repairing weakened strands.
The concentrated oil capsules should be used in conjunction with the mask, intensifying its effect, with a retexturization of the cuticle. The capsules contain twice as much Patauá oil as the mask. “We recommend two capsules per use,” says Pamela. “They should be mixed with the mask before application. The sensation is really different from what you get when applying the mask alone. There is a greater oily load, which causes a different effect.”
Finally, the strengthening oil is intended for application on the length of the strands for a protective effect. According to Natura's research, the oil makes the strand up to four times stronger. It is indicated for a finishing effect, reducing split ends by 70%, according to these tests. “The hair feels softer to the touch,” says Pamela. “In addition, the oil has a thermal protection action against the use of hair dryers and straighteners. This is a moment when a lot of breakage occurs, and the hair becomes more vulnerable. Therefore, protection at this moment is very important.”
All these conclusions were obtained through instrumental tests, which aim to prove the positive effect of the line on some criteria, such as increased strength of the strands, resistance, reduction of split ends, etc. These tests are done on hair strands, not necessarily on people.
“We conduct tests on equipment that can measure hair strength, for example,” says Pamela. “We also performed sensory evaluation tests of shampoo, conditioner, mask, and capsules with volunteers. We provided the products without identification for people to use, and then they filled out a questionnaire answering some questions. From this research, we arrived at the number that 90% of people felt their hair was thicker and more alive after using the products, for example.”
Thus, these six products complete Natura's innovative Ekos Patauá line. “It is a complete line that delivers growth and strength from the roots to the tips of the hair,” says Pamela.
Through extensive research, fieldwork, laboratory tests, and consumer feedback, Natura was able to gather all the benefits of Patauá oil in this innovative set of cosmetics. All of this takes into account the sustainability of production, the safety of the ecosystem, and the communities involved. Thus, consumers can enjoy products that will strengthen not only their hair but also nature and the entire economy.
