KeepItAnchored, P&G’s hair loss brand, has published a series of findings in the International Journal of Cosmetic Science showing how controlling oxidative stress in the scalp can keep hair anchored and reduce hair loss.

The full series of research, titled “Reducing hair loss by reducing scalp oxidative stress,” appears in multiple parts, the most recent in the November 2021 issue.

According to the brand, more than 2/3 of adults in the U.S. are concerned with hair loss, yet the majority leave it untreated, believing hair loss to be caused by uncontrollable factors such as age or genetics. This research showed that oxidative stress, i.e., free radicals from sources like UV and pollution, is a major culprit, and that the technology in the brand’s hair care systems effectively reduces hair loss by 2.4 k more hair fibers, on average.