For Jen Atkin and Vital Proteins, healthy hair starts from within.
The celebrity hairstylist has teamed up with the Nestlé Health Science-owned brand, best known for its collagen powders, for its new product Hair Complex ($30). Now available on the brand’s website and Amazon, the unflavored powder contains collagen peptides and Lustriva Hair Complex (composed of L-arginine, inositol, potassium silicate, and magnesium biotinate) to promote thicker, healthier hair. According to the team, it’s suitable for all hair types.
Atkin will be joining the launch as an ambassador for the product, as she is known for her approach to hair health. Atkin is also the founder of haircare brand Ouai and haircare brand Mane.
For Atkin, this partnership aligned with her passion for hair health and the needs of her customers and followers.
“I’m always preaching about hair care and hair health and how to get better hair,” she said. “That’s the number one thing I get inundated with: questions on Instagram and TikTok like, ‘I’ve noticed clumps forming,’ or ‘I’ve noticed my hair has changed over the years.'”
According to the Cleveland Clinic, the hair growth phase can last between two and seven years and can result in hair changes. Atkin has seen clients experience these changes over the years and search for answers, so she recommends being proactive with hair care, just as she has with skin care.
“It’s important to think about your hair before you notice a change,” Atkin said.
According to Atkin, the simpler the routine, the better.
“I hate anything complicated,” she said. “My clients take so many pills. I feel like my friends in our 40s take so many pills. It’s disgusting.”
Jen Atkin with the new hair complex from Vital Proteins.
Decency
However, Hair Complex is an easy-to-mix, unflavored powder that can be added to any beverage. Atkin mixes it with a little water and electrolytes. The powdered drink format fits well with the “sexy water” trend as consumers stack drinkable supplements.
While Atkin plans to create educational content around the product, a picture is worth a thousand words.
“The best thing about social media is you can see people’s before and after pictures,” Atkin said. “I actually work alone and have my mom do it because she noticed her hair was a little less full due to stress… I go on a whole journey and show how her hair already looks better.”
Although hair problems, be it thinning or dry hair, can be caused by a number of factors including menopause, stress and chemical damage, Atkin recommends starting with Vital Proteins Hair Complex, getting regular haircuts and nourishing the ends of your hair, be it with a conditioning mask or hair oil.
“It was so annoying having to keep prescribing so many different pills and vitamins,” Atkin said. “(Hair Complex) is such a simple addition to your life.”
