Loya Just Dropped Its First Haircare Range
Loya, the Swiss longevity brand that launched with skincare in May 2025, is expanding into haircare.
Dropping today, the brand’s new three-piece collection is completely ditching the standard quick fixes for something way more beneficial: long-term scalp health, hair longevity, and melanin support.
It’s one of the latest brands riding the skinification-of-haircare wave — think clinical skincare, but for your strands. The collection taps into the growing focus on the scalp microbiome, with ingredients designed to support a healthier scalp environment alongside stronger, more resilient hair. And in true Loya style, neurocosmetics play a key role, with HappyfeelBoost and MicroBloom, two proprietary technologies designed to support emotional wellbeing and scalp health. HappyfeelBoost works via scent to engage the olfactory and limbic systems, while MicroBloom combines botanical biotechnology and antioxidants to support healthier-looking skin and hair.
But while the collection tackles everything from scalp health and hair longevity to emotional wellbeing, it’s Loya’s approach to grey hair that is likely to attract the most attention. While most hair products focus on covering or treating grey hair once it’s appeared, Loya’s new haircare collection takes a different approach, aiming to support the biological processes involved in maintaining natural-looking colour. This is most evident in the Silver-Away Serum, a leave-in treatment designed to help you hold onto your natural colour for longer. It uses a mix of wasabi flavone, vanillyl butyl ether, and a copper complex to support melanin activity from the root. According to laboratory data, the anti-grey complex demonstrated a 32% increase in melanin production, alongside a 70% reduction in Malassezia furfur, a microbe associated with dandruff.
The rest of the lineup is all about repairing, strengthening, and protecting your strands from daily stressors. For anyone noticing more hair in their brush than they’d like, the Follicle Boost Serum steps in with a mix of biotin, vegan keratin, and amino acids. It also features wasabi flavone — an ingredient that, according to the brand, delivered an impressive 96% reduction in hair loss within eight weeks during testing — all while prepping your scalp to support stronger, fuller hair growth over time. Then there’s the Ultrastrands Leave-In, which swaps heavy, traditional silicones for a biodegradable alternative called chitosan hydrochloride. According to Loya, it helps restore the hair cuticle by up to 95%, reduce frizz by up to 98%, and provide heat protection up to 200°C (400°F).
“What’s particularly exciting about this collection is that it reflects where the future of haircare is heading. We’re moving away from quick fixes and anti-greying claims, and instead focusing on supporting long-term hair vitality,” says Zoe Irwin, celebrity hairstylist and Loya ambassador. “As we age, it’s not just colour that changes — hair can become weaker, coarser and lose its natural shine. By supporting melanin production, strengthening the hair fibre and creating a healthier scalp environment, these formulas help maintain the quality, strength and vibrancy of the hair for longer.”
All three products are priced at £80 and available now via loya.swiss, with shipping across the UK. Sadly, our stateside readers will have to sit tight a little longer, as the brand is not yet available in the US.