Arey, a leading functional beauty brand, is reportedly the first and only company to have conducted a study specifically focused on reducing the appearance of grey hair.
We spoke with Arey co-founder and trichologist Jay Small, who shared his thoughts on the motivation behind the research and its wider implications for the hair care market, including growing consumer demand for clinically validated solutions for hair and scalp health.
A new milestone in grey hair care
The study was conducted over a six-month period in 173 participants aged 28 to 65 years. Participants who had less than 25% gray hair at the start of the study were assessed at baseline, 12 weeks, and 24 weeks.
Results showed that 88% of participants who used Ally’s “The System” saw a reduction in gray hairs, and 50% saw no new gray hairs. Notably, 38% of participants reported repigmentation, a key finding for anyone looking to reverse the effects of gray hair.
Small explained the importance of the study to the cosmetics industry, saying Ally “is the first time a clinical study of this scale has been conducted focusing on the appearance of grey hair, and the results show a statistically significant reduction in grey hair growth. ” He added, “These findings challenge what was previously thought possible in hair care, paving the way for other manufacturers to explore scientifically-backed solutions for hair pigmentation.”
How the research will impact manufacturers and suppliers in the industry
For personal care product manufacturers, this breakthrough marks a remarkable advance in a competitive and increasingly sophisticated marketplace where consumers are no longer satisfied with superficial hair treatments but instead want products that deliver tangible, scientifically-backed results.
The success of Ally’s research, which was conducted with the same rigor as medical research, highlights a growing trend where the marriage of science and beauty is becoming non-negotiable for brands aiming to lead the market.
Small emphasized that efficacy is at the heart of Ally’s success. “At Ally, the efficacy of our products is our number one priority,” he noted. “Nearly everyone will experience gray hair in their lifetime, and we wanted to find the most effective solution to maintain our leadership in this field.”
Early’s findings demonstrate that targeted hair care products can not only improve aesthetics but also meet consumer expectations for preventative care — a shift in the industry’s approach to hair aging.
With the skincare market seeing an increased focus on anti-aging solutions, the leap into haircare was a natural one, and co-founder Alison Conrad coined the term “wrinkle cream for haircare” to capture this concept.
Mela 9 Complex: A Science-Based Formula
Earley’s proprietary Mela 9 Complex is at the heart of the company’s clinical success. Formulated with antioxidants, peptides and naturally derived extracts, Small says the complex is designed to reduce oxidative stress in the hair follicle, one of the main causes of greying. The complex’s key ingredient, palmitoyl tetrapeptide 20 amide, promotes melanogenesis, the process by which pigment cells are produced and incorporated into hair.
“The Mela9 Complex works to balance the free radicals that are generated by oxidative stress within the hair follicle,” Small explains. “Once the formula reaches the hair follicle, the peptides work to stimulate pigment production.” He adds, “Not only does this technology prevent greying, it also supports the overall health of your hair.”
Manufacturers in the hair care industry see Arey’s use of peptides and antioxidants as a signal of where the industry is heading: Consumers increasingly expect multi-tasking products that address both aesthetic concerns, such as pigmentation, and overall hair health, including thickness, shine and volume.
The growing interest in holistic hair care is similar to skin care trends, with consumers now expecting products that deliver both immediate and long-term health benefits.
Changing consumer expectations
Results from EARLY’s clinical trial signal a significant shift in consumer expectations from hair care products. 88% of participants saw a reduction in grey hairs, and consumers will expect a similar level of success from future grey hair treatments. Additionally, the study found that those who did not use the “system” experienced an 8% increase in grey hair growth, further highlighting the demand for products that deliver real, measurable results.
“We are confident in the efficacy of our products, but also understand that results may vary based on personal factors such as diet, lifestyle and genetics,” Small points out, “but the chances of success are very high, so consumers can be confident that their hair health will improve.”
“For manufacturers, the key is that consumers want transparency and scientifically backed claims. The days of vague promises in personal care products are coming to an end, and Ally’s study is a clear example of how brands can earn consumer trust through clinical validation.”
Future Direction of Hair Care Innovation
Continuing to push the boundaries of hair care, Ally plans to expand its research and explore new ingredients to further improve hair’s longevity and health. “Providing proactive solutions remains our focus,” Small said. “We’re excited to conduct further research, explore new ingredients, and create products that support our customers’ needs.”
For cosmetics and personal care manufacturers, Arey’s breakthrough is a call to action. Brands that invest in research and development with a focus on clinical effectiveness stand to benefit from the growing demand for products that deliver both beauty and health benefits. As consumers expect more from their hair care products, the future of the industry depends on innovation, and Arey’s success is an example of what’s possible when science meets beauty.
