Currently, hair fall and hair loss is the #1 hair concern among millennials, along with the usual suspects like dryness or damage. And yet traditional hair-loss products represent only 8 per cent of the market today! When young women search for solutions, they see medical products, mostly dedicated to men first. There is no hair-fall treatment made just for them associating beauty and efficiency. Kerastase listened to their concerns and responded with a modern solution to an age old problem. Products hit the shelves in January 2021.