The mask features the biotech-derived Lobie Peptide, which comprises 123 amino acids to support polypeptide chains and disulfide bonds damaged by bleaching, coloring, chemical treatments and heat styling.
Peptide care for the hair is a rich area of beauty innovation. Just look at Lobie, a new hair wellness brand, which has debuted with a single biotech-powered SKU, the Peptide Leave In Mask ($40). The formulation offers benefits for all hair types but is specifically formulated for textured-haired consumers.
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Lobie’s Peptide-powered Formulation
“Biotech ingredients enable us to create highly effective formulations that target specific hair care needs,” says Lobie founder and CEO Anastasia MacKay. “For example, we can develop peptides and proteins that precisely address issues like damage repair, moisture retention and frizz reduction.”LobieThe mask features the biotech-derived Lobie Peptide, which comprises 123 amino acids to support polypeptide chains and disulfide bonds damaged by bleaching, coloring, chemical treatments and heat styling.
When interacting with the keratin structure of the hair, the Lobie Peptide is claimed to reconnect damaged sites at the molecular level.
“Biotech ingredients enable us to create highly effective formulations that target specific hair care needs,” says Lobie founder and CEO Anastasia MacKay.
She adds, “For example, we can develop peptides and proteins that precisely address issues like damage repair, moisture retention and frizz reduction. This scientific precision ensures that our products deliver real, noticeable results.”
MacKay adds, “Finally, biotech ingredients are often more sustainable. They can be produced with lower environmental footprints, require fewer resources and generate less waste. This aligns perfectly with Lobie’s commitment to sustainability and our goal of creating products that are as kind to the planet as they are to your hair. By integrating biotech ingredients, we ensure that our hair care solutions are not only effective but also environmentally responsible.”
The thick, pearlized leave-in mask also comprises:
- strengthening and hydrating hydrolyzed wheat protein, which delivers cystine content to make up for absent keratin;
- moisture-drawing and softening propylene glycol;
- and antioxidant tocopherol for reduced cell damage to the hair and scalp, “which may help increase hair growth,” per the brand.
The mask reportedly “penetrates both inside and outside the hair shaft to quickly transform hair to its healthiest state,” per Lobie, and ultimately detangles the hair and reduces frizz and flyaways.
Furthermore, strength and elasticity is restored.
“The Lobie Peptide Leave In Mask hydrates, restores, and repairs textured hair for smooth, defined curls. Overall, the mask promotes manageability and strengthens hair with every use. Additionally, it is great after excessive heat use to revive curls.
The formulation features a light sweet pea fragrance.
Lobie’s Go-to-market Strategy
“We decided to launch with only one SKU, our Peptide Leave In Mask, to focus on education around textured haircare and building community around Lobie,” says MacKay.Lobie”We decided to launch with only one SKU, our Peptide Leave In Mask, to focus on education around textured haircare and building community around Lobie,” says MacKay. “In the upcoming months, we plan on really focusing on social media and tapping into diverse content creators in the beauty space to drive brand awareness and engagement.”
MacKay notes, “Building community and empowering consumers in the natural haircare space is one of our biggest goals at Lobie, and we plan to continue to do so through various content marketing initiatives and in-person activations.”
The founder adds, “Even though Lobie is launching with only one SKU, we plan to add additional hair care products rooted in hydration and nourishment to the Lobie product lineup in the future.”
MacKay concludes, “We would love to get Lobie into the hands of as many people as possible and will definitely consider retail expansion in the future.”
Ingredients: Lobie Peptide Leave In Mask: Aqua (Water), Ethyl Alcohol, Propylene Glycol, Cetyl Alcohol, Cetyl Esters, Behentrimonium Chloride, Polyquaternium-37, Propylene Glycol Dicaprylate/Dicaprate, Benzyl Alcohol, Phenoxyethanol, Hydrolyzed Wheat Protein, Potassium Sorbate, PPG-1 Trideceth-6, Hydrolyzed Wheat Starch, Tocopherol, Sh-Oligopeptide-78, Fragrance (Parfum), Alpha Iso Methyl Ionone, Amyl Cinnamal, Benzyl Salicylate, Butylphenyl Methylpropional, Cintronellol, Limomene, Linalool.