Curology Enters Hair Care Space
Personalized skincare company Curology has entered the hair care category with its latest innovation, Hair FormulaRx. The offering is a leave-on, topical serum that is designed to treat androgenetic alopecia, commonly known as male and female pattern hair loss, according to a company media release.
In addition to bringing the product to market via its DTC site, Curology is rolling out a retro, 360-degree integrated campaign dubbed "Follicle Fitness," which hones in on the science of hair loss through a 1980s workout-themed lens.
Curology says the goal of Follicle Fitness is to destigmatize hair loss, emphasize the importance of following a regular routine (like a daily workout plan) and put the company’s dermatologists and dermatology providers front and center.
The campaign focuses on educating consumers in a “fun, engaging and approachable way, rather than through the fear mongering that is common in the hair loss space,” per the release.
Curology worked with creative agency Territorial to bring this campaign to life.
In December 2022, Curology began working with Target, its first retail partner, to offer a number of its best-selling non-prescription skincare products through the retailer's website before launching in-stores in January 2023. It has since launched on Amazon as well.
Hair FormulaRx has a similar telehealth, personalization and minimal-ingredient compounding approach for hair growth as its flagship prescription product, Custom FormulaRx, does for skin.
Like Custom FormulaRx, the hair growth treatment is prescribed and formulated by Curology’s in-house dermatology providers based on a customer’s medical history, photos and specific concerns provided in a questionnaire on Curology.com. Subscriptions start at $89.90 every two months.
Each formula contains three active ingredients. Minoxidil, which is found in some over-the-counter products in lower doses, is one of the most common primary ingredients used in Hair FormulaRx formulas, as well as finasteride and spironolactone. If topical minoxidil is included in one's treatment, Curology offers higher strengths of the ingredient than what's available OTC.
"At Curology, we believe the scalp is an extension of our skin, and that healthy hair starts with a healthy scalp,” Heather Wallace, CEO of Curology, said in the release. “As experts in skin, our own licensed dermatology providers are specially trained to treat hair loss. We wanted to find a solution that works by leveraging our core strengths of compounding multiple ingredients, using dermatology providers to diagnose via telehealth, and prescribing a personalized formula designed to target our patients' specific goals."
