Provital has launched Kromboost, a protein bioactive that cuts styling-induced hair breakage by up to 152% and boosts dyed colour retention by 166% after a single three-minute rinse-off application. The Barcelona-based supplier is positioning the ingredient for the growing "hair longevity" segment, where formulators target preservation of functional fibre life rather than short-term cosmetic effects.

Kromboost is upcycled from barley malt rootlets, a byproduct of craft beer brewing sourced locally to Provital's supply chain. The active comes from enzymatic hydrolysis of the rootlets, a process that yields peptides and polyphenols, then enhanced with serine — a hygroscopic amino acid naturally present in keratin.

The dual mechanism matters for formulators deciding where the ingredient fits in a product line. Peptides form a protective film on the cuticle, reducing pigment loss and shielding the fibre from thermal stress. The same peptides diffuse into the cortex, reinforcing keratin and supporting moisture retention. That combination — surface protection plus cortical reinforcement — allows the ingredient to claim both immediate conditioning and cumulative fibre benefits in the same formula.

The ex vivo evidence base covers the three main hair geometries. Testing across straight, wavy and coily hair under repeated flat-iron styling showed breakage reduced by up to 152%, keratin thermal stability improved by up to 15%, and moisture retention increased by up to 19% versus placebo. For colour-treated hair, the 166% colour retention gain came from a single three-minute rinse-off application, a claim format that suits conditioners, masks and in-shower treatments rather than exclusively leave-on formats.

Recommended use level is 2%, and the ingredient works in both leave-on and rinse-off formulations — a flexibility that lets brands build a single active across shampoos, conditioners, leave-in creams and heat-protection sprays.

On the compliance and certification side, Kromboost arrives with a full stack of claims-ready credentials: Halal, Cosmos approved, vegan and 100% natural origin. For buyers serving the EU natural and halal markets, that combination removes several formulation reformulation steps at the procurement stage and simplifies certification documentation for finished-product audits.

For procurement teams, the local sourcing of the barley malt rootlets shortens the upcycled supply chain — a consideration that matters as brands face growing scrutiny of byproduct-based ingredient traceability under sustainability claims frameworks.

Kromboost enters a hair care market where heat-styling damage and colour fade remain the two top consumer complaints, and where peptide-based actives with quantified ex vivo data increasingly differentiate premium launches. Formulators should watch for Provital's forthcoming presentation of additional clinical or consumer data on the ingredient, which will determine whether the ex vivo claims translate into in-use performance claims for finished product marketing.