Provital has introduced Kromboost, a protein bioactive positioned for hair longevity — specifically, preservation of the functional life of the hair fibre through strengthening, hydration and protection of dyed colour under thermal and chemical stress.

The active is upcycled from barley malt rootlets, a byproduct of craft beer brewing sourced locally to the manufacturer. Provital obtains the material through enzymatic hydrolysis, a process that yields peptides and polyphenols, and then enhances the fraction with serine, a hygroscopic amino acid naturally present in keratin.

Dual mechanism on cuticle and cortex

According to the manufacturer, Kromboost acts on two levels. Peptides form a protective film on the cuticle, which helps reduce pigment loss and shields the fibre from thermal stress. In parallel, the peptides diffuse into the cortex, where they reinforce keratin and support moisture retention.

Ex vivo performance data

The company reports ex vivo testing across straight, wavy and coily hair types following repeated flat-iron styling. Versus placebo, the results were:

• Breakage reduced by up to 152%
• Keratin thermal stability improved by up to 15%
• Moisture retention increased by up to 19%

In a separate colour-protection assessment, dyed colour retention improved by 166% versus placebo after a single 3-minute rinse-off application.

These figures come from the manufacturer's own ex vivo testing programme; no independent clinical trial data accompany the launch.

Formulation and regulatory profile

Kromboost is recommended at a use level of 2%. The ingredient carries Halal certification and Cosmos approval, is vegan, and is of 100% natural origin. It is suitable for both leave-on and rinse-off formulations, giving formulators flexibility across shampoos, conditioners, masks and styling products.

The upcycled sourcing story — barley malt rootlets diverted from the brewing waste stream — aligns with growing demand for circular-economy ingredients in the personal care pipeline, a positioning that cosmeceutical and haircare brands increasingly leverage in claims around sustainability.

With its combination of thermal protection, anti-breakage and colour-retention data at a defined 2% use level, Kromboost enters a competitive hair longevity segment where peptide actives are proliferating; broader adoption will depend on whether the ex vivo findings translate into consumer-perceptible benefits in finished products.