There’s no doubt about it: hair growth serums are booming. And why wouldn’t they be? The skincare market is stuffed to the brim with new brands, we’ve built actives into bodycare, and enriched our make-up with next-gen ingredients. The niches left to be filled in the beauty industry are growing smaller by the second: and yet products that can walk the walk when it comes to delivering longer, denser hair remain few and far between.
In the Western world, hair growth has long occupied a murky corner of the market, populated by prescription products and expensive pharmaceuticals, and largely left untapped by over-the-counter brands. London-dwellers will know the Central Line tube ads well (yes, those treatments may work impressively, but what happens when you stop taking the meds?) while TikTok is bulging with wide-eyed ‘hair growth journey’ blogs from am-dram influencers.
But for hair-growth products with history behind them, you need to look to the East – which is exactly what Europe's fastest-growing (pun intended!) haircare brand Chāmpo has done. Founder Kuldeep Knox has built her brand identity by respecting the rituals and rites of Ayurveda, while embracing the measurability that clinical trials and scientific innovation can deliver.
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Managing to cut straight through the noise in the hyper-saturated beauty industry, Chāmpo appears to be one of those rare brands that knows exactly which women it wants to talk to, and then meets them right where they are. In just five years, it has become the number-one selling hair brand in-store at Harrods, and isn’t lagging far behind at Selfridges either. One bottle of the brand’s star product, the Pitta Growth Serum, sells every 30 seconds.
'The haircare industry was ripe for innovation, both in terms of products and distribution,' Knox tells me, speaking to what seems from the outside to have been an overnight success. ‘Many women struggled with fine or thinning hair and couldn’t find effective solutions. My mission was to change this.’ Knox identified three key paths to success, combining real, measurable results (independent clinicals prop up the products from every angle) with a positive, curated community (nothing here promises to ‘fix’ or ‘correct’ your hair) and an aesthetic that means you won't want to hide your hair-growth arsenal under the sink.
At this point, it’s likely you’re intrigued, but also understandable if you’re skeptical: hair-growth shampoos and serums have historically been rich in empty promises. While nothing on the planet will deliver overnight success or turn damaged hair into long, flowing locks, it is possible for a topical product to gently optimise your hair’s natural growth cycle.
How Champo Pitta Growth Serum Works
But first, how does it work? The silky, lightweight serum uses a handful of star ingredients to optimise the hair-growth process. ‘To reduce hair loss and shedding, It targets the hair-loss hormone DHT during the catagen phase of the growth cycle,’ says Knox. ‘One of the key ingredients, red clover flower, acts as a dam to regulate the release of DHT. By effectively managing DHT levels, it significantly reduces hair loss and thinning: clinical studies have demonstrated that 90% of users experienced a noticeable decrease in hair loss.’
The Pitta Growth Serum also works to stimulate new hair growth. As Knox explains, ‘it energises and activates hair at the root, optimising the anagen phase, which is the active growth phase of the hair cycle. The formula contains a tetrapeptide complex, which functions as a ‘hair fertiliser,’ enhancing the activity and functionality of the follicle bulb where new hair growth begins. As a result, 88% of users reported that their hair looked visibly thicker and fuller.’
And finally, the serum contains haritaki fruit, a traditional Ayurvedic ingredient, and amino acids that work to strengthen hair, conditioning the follicles and the strands themselves. ‘Collectively, they maintain a consistent delivery of vital nutrients and antioxidants, fostering optimal scalp conditions throughout the hair growth cycle,’ says Knox.
Champo Pitta Growth Serum Reviewed
'As someone still paying the price for wearing their hair in an aggressive side-part for most of their teenage years, I welcomed the chance to commit to a few months of serum application in the hope it might coax my undulating hairline back into order. Of course, I was sceptical: we all know that most hair-growth products are disappointingly ineffective, but the way Knox talks about her brand convinced me there was something in this one. And let me tell you: there really is.
'The first four weeks were uneventful: I massaged a few drops of the Growth Serum into my dry scalp each evening, but no new growth could be seen. But suddenly, at around the five-week mark, something shifted. Almost overnight, the sparse patches around my hairline began to fill in, with the hair growing at a remarkable rate. Now three months in, I’m genuinely astonished at the results, with over an inch of completely new hair emerging. Obviously there is still a long way to go until I can really reap the rewards (imagine the process of growing out a fringe, only much longer) but the start is undeniably promising.'
'So as it turns out, those smart Harrods shoppers (and those social-media savvy influencers) are onto something after all: this slick blend of Eastern tradition and modern science is a triumph. Of course, Knox won’t be a big player in a small niche for long: the long-standing Kama Ayurveda is ramping up its UK presence following major investment from Puig, while Indian Ranavat is fast gaining a loyal following for its adaptogenic skincare products.
'As the backlash against more-is-more beauty continues to build momentum, we’re welcoming back a more positive, holistic way of looking at aesthetic self-care. The success currently surrounding modern Ayurvedic brands doesn’t surprise Knox: ‘women today crave holistic, gentle alternatives that work with their bodies, not against them. This alignment with the trend towards sustainable, mindful living is why more women are turning to Ayurveda and other traditional medicines. It’s not just a trend; it’s a return to what truly works.’ – Roberta Schroeder, Senior Ecommerce Editor, Luxury
How Champo Flyaway Fix Works
New to Champo's product portfolio comes the Flyaway Fix, effectively a hair mascara to tame and smooth flyaways. Promising to protect delicate new hair, it's free from silicones, parabens and artificial colour and uses an ultra-lightweight, 98% natural formula to create a sleek, polished hairline. Suitable for all hair types, it provides easy, precise application and can be used on the go. It is recommended to be applied with short strokes around the hairline, parting or nape of the neck for an up-do, or along the crown and parting then with sweeping strokes for lengths when wearing hair down.
Champo Flyaway Fix Reviewed
'After increasing my protein intake and diligently taking a range of supplements, I've been pleased to observe a lot of new growth along my hairline. While I won't bemoan the results, the tricky stage of growing out 'baby hairs' (minus the baby) means a summer friendly slicked-back bun or chignon is much harder to cultivate. I've tried balms, waxes and hairspray, but the heavy, sticky formulas of most mean that I need to wash my hair the next day. And being a fan of touchably soft hair I don't particularly enjoy a thick, greasy feeling on my strands or roots. So I was keen to test Champo's new Flyaway Fix, with its sleek compact packaging reminiscent of a 90s hair mascara (IYKYK).
'Skeptical that something administered from such a fine wand could really tame my flyaways, I swept it on either side of my hairline between my roots and my ears where my regrowth is most visible. From first application the formula smoothed the hair almost imperceptibly, leaving no stiffness, tackiness or tell-tale residue. It immediately swept all of the loose strands back, and lasted all day with my hair worn in a high ponytail. The next morning there was no need to wash or brush out, with the formula having absorbed perfectly into the hair. It's the most convenient solution for flyaways I've found, and being so portable, I've added it to my everyday makeup bag to ensure my updos remain intact.' – Esther Coombes, Senior Ecommerce Editor, Luxury
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Roberta Schroeder is the Senior Ecommerce Editor at Harper's Bazaar, ELLE and Esquire, overseeing shopping strategy and content across fashion, beauty, and travel. Roberta has reported on everything from market-leading skincare brands to the world’s most iconic fashion pieces, while also regularly updating a range of shopping guides, including LED masks, heritage cashmere brands and niche new dress brands to know.
Roberta has more than 15 years' experience in the luxury sector, spanning editorial consultancy, trend forecasting and journalism. Over the years, she has worked for global brands including Farfetch, Chanel, and Vogue.
When not testing beauty products, trialling trends and curating content that spotlights the very best in fashion and beauty, Roberta can usually be found trawling resale sites and vintage stores for a long-coveted designer find. Follow Roberta on Instagram at @roberta__schroeder
Esther Coombes is the Senior Ecommerce Editor at Harper’s Bazaar, ELLE and Esquire, overseeing luxury shopping content across fashion, beauty, travel and homes. She graduated from London College of Fashion with a First Class BA in Fashion Journalism in 2010, and has since worked at Marie-Claire, Easy Living, GLAMOUR and Women’s Health.
She held positions as Senior Fashion and Beauty Executive, Senior Lifestyle Executive and Content Lead during her nine years at HELLO! and HELLO! Fashion, creating editorial and branded content across the lifestyle sector and interviewing talent and experts including Lisa Eldridge, Jo Malone and Katie Jane Hughes for print and digital features.
With exacting standards and a critical eye for editing new launches, she enjoys recommending readers best in class products and experiences, be that a glow-giving skin tint, a boutique hotel stay or the perfect slingback stiletto.
In her spare time you can find her at a spin or reformer class or streaming the latest zeitgeisty podcast or television drama. You can follow Esther on Instagram at @esthercoombes.
