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Best hair serums in India

With the pollution and dust around us, a layer of protection is needed for our hair. If you've done a hair treatment like colouring or keratin, a good serum is essential to keep the hair strong and nourished. Serums also make the hair manageable. You might be overwhelmed by the many options available, so here's our list of some of the best ones. <bulletContentEmbed name="B01HO9EC94" columns="1"><bulletContentHeading name="B01HO9EC94_head"><div type="image" title="Instant Detangling" msid="90441069" hostid="261"></div></columnHeadThumb>B01HO9EC94</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B01HO9EC94_body"><bulletContentRow name="B01HO9EC94_4437568097640452"><bulletContentRowHeading><bulletContentRowHead col="1">Biolage Smoothproof Serum</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This 6-in-1 professional <keyword id="1253207" type="General" weightage="20" keywordseo="hair-serum" source="Orion">hair serum</keyword> will make your hair manageable and less frizzy in no time. it will smoothen your rough edges, provide nourishment, and protect your hair from all the humidity. It will also nourish your dry hair and add an instant shine. Say goodbye to the dull frizzy hair with this serum.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B01HO9EC94_4012249618208452"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The non-sticky formula prevents frizz and gives an instant shine .</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B00791D2CQ" columns="1"><bulletContentHeading name="B00791D2CQ_head"><div type="image" title="Prevent Dryness" msid="90441039" hostid="261"></div></columnHeadThumb>B00791D2CQ</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B00791D2CQ_body"><bulletContentRow name="B00791D2CQ_8169519485324003"><bulletContentRowHeading><bulletContentRowHead col="1">Biotique Bio Mountain Ebony Vitalizing Serum</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Specifically made for those suffering from hair fall, you can try this serum to provide nourishment and hair growth. Massage it into your scalp and you'll instantly feel a sense of cooling. It's a great serum to get rid of that itchy and dry scalp. You don’t have to wash it off; simply style your hair after applying it.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B00791D2CQ_2993080904266853"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The ayurvedic and natural ingredients makes it a good and safe option to use.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B08FW1GJ4F" columns="1"><bulletContentHeading name="B08FW1GJ4F_head"><div type="image" title="Versatile Use" msid="90441009" hostid="261"></div></columnHeadThumb>B08FW1GJ4F</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B08FW1GJ4F_body"><bulletContentRow name="B08FW1GJ4F_8731796297019316"><bulletContentRowHeading><bulletContentRowHead col="1">L'Oreal Paris Extraordinary Oil Hair Serum</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">You can splurge a little and pamper yourself with this one. Apply it after washing your hair and leave it in. It will detangle your hair instantly and provide a luscious shine. Don’t worry, it's not at all greasy and is also very lightweight. It makes the hair manageable that, in turn, makes styling super easy.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B08FW1GJ4F_0948391204432546"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">It provides nourishment and prevent tangling of the hair.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B00RV34P50" columns="1"><bulletContentHeading name="B00RV34P50_head"><div type="image" title="Provides Protection" msid="90440986" hostid="261"></div></columnHeadThumb>B00RV34P50</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B00RV34P50_body"><bulletContentRow name="B00RV34P50_5925624956146121"><bulletContentRowHeading><bulletContentRowHead col="1">Streax Hair Serum</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Infused with walnut oil, this serum will give your hair an instant shine and a silky smooth feel. Can be used on dry and wet hair, it will reduce any frizz that's there. There's no need to apply it in the roots; simply apply it from the mid-section till the tips. It's a layer of protection from humidity and heat.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B00RV34P50_5086971027104583"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Infused with the goodness of walnut oil, it gives a shine to the hair.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B07GVT58MX" columns="1"><bulletContentHeading name="B07GVT58MX_head"><div type="image" title="Eliminates Frizz" msid="90440976" hostid="261"></div></columnHeadThumb>B07GVT58MX</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07GVT58MX_body"><bulletContentRow name="B07GVT58MX_7467603344661387"><bulletContentRowHeading><bulletContentRowHead col="1">Livon Hair Serum</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">One of the first few hair serums that came to the Indian market, Livon is still a favourite. Enriched with Moroccan argan oil and vitamin E, this serum will provide a 24-hour protection for your hair, making it frizz-free and smooth. It's a unisex serum that can be used for dry, rough and damaged hair. It hydrates the hair and adds a gorgeous shine.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07GVT58MX_7625221040911136"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">It protects the hair from damage and moisturizes them.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B0845XMKBC" columns="1"><bulletContentHeading name="B0845XMKBC_head"><div type="image" title="Smooth Hair" msid="90440959" hostid="261"></div></columnHeadThumb>B0845XMKBC</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B0845XMKBC_body"><bulletContentRow name="B0845XMKBC_9124840849666166"><bulletContentRowHeading><bulletContentRowHead col="1">TNW-The Natural Wash Black Seed Hair Serum</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Made from a combination of natural ingredients to repair damaged hair, the TNW serum is infused with oils like fenugreek, almond, black seed, banana, argon, jojoba, and olive, among others. It softens and smoothens the hair and it is a great protection if you've done any chemical treatments like straightening, keratin or colouring.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B0845XMKBC_6131724110292601"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">It makes hair soft and easy to manage.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed>

Best hair serums to keep your hair strong and shiny

Just like your skin, your hair tresses also require attention and care. Adding a <keyword id="1253207" type="General" weightage="20" keywordseo="hair-serum" source="Orion">hair serum</keyword> to your hair care routine is essential. Hair serum is a product that serves multiple benefits for different hair types. From detangling to softening to straightening to nourishing, there are ample advantages that a hair serum offers to the hair. Suitable to be used after head wash, it gives a salon-like look at home. Also, it protects the hair, controls frizz, repairs damage and adds shine. To help you choose the <keyword id="7329933" type="General" weightage="20" keywordseo="best-hair-serum" source="Orion">best hair serum</keyword>, we have listed down some of the best hair serums from Amazon. <bulletContentEmbed name="B00RV34P50" columns="1"><bulletContentHeading name="B00RV34P50_head"><div type="image" title="Control Frizz" msid="90911277" hostid="261"></div></columnHeadThumb>B00RV34P50</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B00RV34P50_body"><bulletContentRow name="B00RV34P50_7033915750425420"><bulletContentRowHeading><bulletContentRowHead col="1">Streax Hair Serum for Women &amp; Men, 100ml</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Suitable for all hair types, this hair serum from Streak is a great option to use. It makes the hair soft and provides an instant shine. Enriched with the goodness of walnut oil and vitamin E, it prevents hair damage, protects from heat and makes the hair shiny. It controls frizz, gives a soft and silky touch to the hair and makes them easy to manage.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B00RV34P50_3672935212422868"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The serum adds all-day shine and makes styling easy.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B006LXAO24" columns="1"><bulletContentHeading name="B006LXAO24_head"><div type="image" title="Nourishes Hair" height="900" width="1200" msid="90385561" hostid="261"></div></columnHeadThumb>B006LXAO24</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B006LXAO24_body"><bulletContentRow name="B006LXAO24_1531153107863385"><bulletContentRowHeading><bulletContentRowHead col="1">L'Oreal Paris Smooth Intense Serum, 100ml</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">With more than 17,000 ratings, this hair serum from L'Oreal is a suitable option to smoothen your hair. Infused with the goodness of argan oil, the hair serum provides nourishment to the hair. It provides up to 48-hour protection from humid and dry weather. The smooth intense cream formula makes the hair more manageable.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B006LXAO24_1685851982233261"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">It controls frizz and provides long-lasting smooth hair.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B00CBRILZQ" columns="1"><bulletContentHeading name="B00CBRILZQ_head"><div type="image" title="Instant Hydration" height="900" width="1200" msid="90385586" hostid="261"></div></columnHeadThumb>B00CBRILZQ</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B00CBRILZQ_body"><bulletContentRow name="B00CBRILZQ_7736817814368655"><bulletContentRowHeading><bulletContentRowHead col="1">Livon Hair Serum for Women &amp; Men, 100ml</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">If you are looking for a hair serum that provides instant hydration, then this hair serum from Livon is a perfect choice for you. Infused with the goodness of argan oil, vitamin E and micro smootheners, the serum moisturizes the hair and gives a shiny look. It makes hair soft, smooth and prevents tangling. Suitable for both men and women, it makes the hair frizz-free and gives a salon-like finish at home.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B00CBRILZQ_1814256668915077"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">It keeps the hair nourished and moisturized.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B01HO9EC94" columns="1"><bulletContentHeading name="B01HO9EC94_head"><div type="image" title="Prevent Tangling" height="900" width="1200" msid="90385606" hostid="261"></div></columnHeadThumb>B01HO9EC94</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B01HO9EC94_body"><bulletContentRow name="B01HO9EC94_8394569456475090"><bulletContentRowHeading><bulletContentRowHead col="1">Biolage Smoothproof Deep Smoothing 6-in-1 Professional Hair Serum, 100ml</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This hair serum from Biolage is a suitable option to consider as it provides multiple benefits for the hair. This 6-in-1 hair serum provides instant shine, prevents tangling, smoothen ends, provides nourishment, controls frizz and protects from humidity. The non-sticky formula gets easily absorbed and makes the hair easy to manage. It gives you frizz-free hair and long-lasting smoothness for up to 72 hours.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B01HO9EC94_2142024574492408"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">It gives a perfect finish to your styling.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B0845XMKBC" columns="1"><bulletContentHeading name="B0845XMKBC_head"><div type="image" title="Smooth Hair" height="900" width="1200" msid="90385608" hostid="261"></div></columnHeadThumb>B0845XMKBC</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B0845XMKBC_body"><bulletContentRow name="B0845XMKBC_6717864407217014"><bulletContentRowHeading><bulletContentRowHead col="1">TNW-The Natural Wash Black Seed Hair Serum for Women &amp; Men, 100ml</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Enriched with the goodness of essential oils and natural ingredients, this black seed hair serum from The Natural Wash is an ideal option to consider. It makes the hair soft and smooth and works perfectly when it comes to styling the hair. It makes the hair frizz-free and more manageable with easy detangling. Also, it makes the hair smooth and keeps them hydrated.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B0845XMKBC_6423003803210970"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The serum keeps the hair protected from heat.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B09KV53TJ1" columns="1"><bulletContentHeading name="B09KV53TJ1_head"><div type="image" title="Boosts Elasticity" height="900" width="1200" msid="90385619" hostid="261"></div></columnHeadThumb>B09KV53TJ1</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B09KV53TJ1_body"><bulletContentRow name="B09KV53TJ1_9341887516622326"><bulletContentRowHeading><bulletContentRowHead col="1">mCaffeine Anti-Dandruff Cappuccino Coffee Hair Serum, 50ml</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Suitable for all hair types, this serum from mCaffeine is a good option to consider to prevent dandruff. It provides nourishment and smoothens the hair. Blended with the goodness of coffee, caffeine, macadamia oil and vitamin E, the serum strengthens hair and boosts elasticity. To ensure comfortable managing, the serum prevents tangling and tames frizz. Also, it nourishes the hair and makes them soft and strong.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B09KV53TJ1_8720468415072212"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">It keeps the hair moisturized, reduces frizziness and prevents breakage.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed>

Check out these hair serums to prevent tangling

<ul><li>All shaving ads include a petite woman taking a bath in a tub full of bubbles, grabbing a razor in hand to shave her hairless legs and flawless hands.</li><li>We speak to women from the advertising and digital world to understand why brands hesitate from showing body hair in advertisements and what kind of ads they wish to see as we move forward.</li><li>We also discuss Veet’s latest ad starring Shraddha Kapoor and Ahsaas Channa that targets school girls and claims to offer a ‘skin whitening’ mechanism in its cream.</li></ul>“I vividly remember asking my mother after our send-off in high school, "Why am I so hairy?" ⁣I had draped a beautiful sari that day, as the tradition goes. I felt pretty and confident until I saw the other girls in my class had waxed their arms. It made me feel a little uncomfortable,” shared Yugandhara Shinde, a 24-year-old graphic designer, as she tried to recall the first time she felt uncomfortable with her natural body. While Shinde blames social conditioning, unsolicited judgements from people and societal beauty standards for making her uncomfortable about her body hair until today, these standards have been perpetuated through advertising and media that expect women to be hairless all the time. Thin and fair-skinned models in ads across the world have made women like me feel uncomfortable with my body. We look in the mirror only to notice our flaws, turn to beauty products to fix ourselves and hide our body hair. Advertisements have been profiting from these vulnerabilities and feeding on our insecurities. They portray women achieving happiness and success after hair removal. <div type="image" title="Shaving" msid="82165665" hostid="261"></div> All shaving ads include a petite woman taking a bath in a tub full of bubbles, running a razor through their already shaven and almost flawless hands and legs. For example, look at the petite, fair-skinned and hairless women in Gillette Venus’ ads over the years. <div type="image" title="venus collage" msid="82165673" hostid="261"></div> Chances are, you will need a microscope to find a single strand of unwanted hair on their bodies, forget a hint of stubble! While it is absolutely okay to shave your bodies, this article is about those who choose not to. You would feel a penetrating gaze, full of judgement, coming from people around if you decide to just sport your body hair one day. We have spent years hiding our body hair under long sleeves and jeans or shaving every strand off our armpits before anyone else catches a glance. "Hww, log kya kahenge," has haunted us for years. While half this blame goes to our biased society, the rest is on unreal ads and cinema that have made us feel like less of a woman if we choose not to shave. Last week, we happened to stumble upon Hair Removal brand Veet’s advertisement starring actor Shraddha Kapoor and Digital Creator Ahsaas Channa. It is about a young school girl, played by Channa, feeling anxious about going to a salon because well, we all know how uncomfortable that is. She is wearing a full-sleeved uniform to hide her body hair. Kapoor comes to ‘her rescue’ and offers her Veet’s shaving cream. Much to our surprise (but frankly, not so much), she shaves her already-shaved armpits and hands. As per the brand’s ad, the product also gives you smoother and visibly ‘brighter’ underarms. <div type="Youtube" id="p8AeyIGEuVo" title="Veet Hair Removal Cream- Mini Pack |Shraddha Kapoor | Hinglish : 30 sec" thumbUrl="https://i.ytimg.com/vi/p8AeyIGEuVo/mqdefault.jpg"></div> Veet isn’t the first brand to sell us underarm lightening cream. There’s Dot &amp; Key, Sanfe, Nimaya and <a href="https://youtu.be/RP7SkFUCcLc">Venus</a> that help you ‘glow.’ According to ResearchAndMarkets, the Indian female grooming market stood at $152 million in 2018 and is projected to grow at a CAGR of over 26% to surpass $623 million by 2024. We reached out to Dr Tanaya Narendra, Doctor and Content Creator, aka Dr Cuterus to find out if hair removing creams can brighten your armpits. She said, “Unless the hair removal cream contains bleach, I wouldn't imagine it would be possible to actually lighten the skin. Even then, the effect would be temporary. Actually putting clinically effective skin lightening formulations in their OTC cream would not be permitted, so this is a blatant lie. It also feeds into the larger message of ‘lighter skin is better skin’, which, I do not need to point, is based on our colonial past and its associated hangups.” Elaborating on how having darker skin parts is completely normal, Dr Cuterus added, “We continue to idealise Eurocentric beauty standards, in people of non-European descent. It is perfectly normal for the skin of our genitals, underarms, and skin folds to be darker than the rest of our body. It's the result of hormones, constant friction, and our genetic skin type. Companies like Veet, Nimaya, Dot &amp; Key, Sanfe, etc capitalise on this insecurity and sell expensive skin lightening serums, which obviously don't work (as they don't contain any clinically effective ingredients), leading to more insecurity, and more sales for the companies.” While we are used to seeing hairless bodies on the big screen by now, Veet’s latest ad targets school girls this time. It is reaching out to young, impressionable minds, suggesting that you cannot go to a party unless you shave your body. Telling us how the ad made her feel, Akshara Vasavda, Creative Lead, Schbang, shared, “It makes me feel like we're devolving instead of evolving. It's like Indian advertising is still stuck in the past while the rest of the world is moving on. It's a bad ad, to begin with, even just creatively speaking, and on top of that, they've taken the most overused, mind-numbing route to showcase their product. 'Ghisa Pita' is the word we use in Hindi. That's this ad.” She also pointed out that we need more representation in our ads to help women accept their bodies, and even its darker areas. “In Veet's ad, we have a young student probably in high school who is more worried about waxing than whatever is going on in school? Because that's the only thing girls care about, of course. Then we have Shraddha Kapoor entering the picture, looking like she just stepped off a red carpet. Have SOME aspect of realism to your ads at least? And then there's the whole issue of colourism that these brands constanty reinforce. Most girls do not have smooth, even-toned underarms. Brown skins are bound to be pigmented and the entertainment industry is 100% responsible for making millions of girls conscious about their dark underarms. I think most of us spent our entire lives trying various methods to fight pigmentation and ingrown hair. We need more skin colours in these ads. We need pigmented underarms without the false promise of 'whitening' them because a) our skins simply do not work that way b) it's entirely unnecessary. These brands need to be held accountable for misinformation in my opinion,” added Vasavda. Sharing how DIY has become the need of the hour due the lockdown, Ashwini Deshpande, Co-founder &amp; Director, Elephant Design, said, “Selfcare &amp; DIY grooming products is absolutely the need of the hour. Hair removers, hair colours, pedicure kits, facial kits etc are here to stay. Grooming is also gaining popularity irrespective of gender. Boys seem equally concerned about their look as girls. I do not see all advertisements of grooming products as gender misappropriation issues. It is mostly about turning out well and feeling good/ confident about oneself. However, the didi giving a solution to the younger sibling in the latest VEET commercial is quite the beaten path. I don't believe GenZ is looking for advice from millennials. So the story just wasn't convincing for me.” Alpa Dedhia, Business Director, VMLY&amp;R India said, “The larger issue here is pushing younger girls to focus on these set beauty norms like she should look a certain way, act a certain way, dress a certain way. I also believe putting pressure on teens on how they should look or be a certain way impacts the overall confidence of young girls. No girl should have to worry about the way she looks. Brands should be taking the baton and training these minds to think beyond superficial beauty norms. Campaigns like #likeagirl have done a similar job in a great way.” <cmsannotation type="cmsannotation" annotationid="So, what should the brands do?" text="So, what should the brands do?">So, what should the brands do?</cmsannotation> While some people feel empowered by shaving or waxing their bodies, it is their choice to shave or not to shave. However, it is often considered that body hair is ‘unhygienic’, when it is in fact a natural gift and meant to protect us from bacteria. We also asked ad women and Content Creator Dr Cutreus about the kind of ads they wish to see now. “What I would like to be discussed more is how having body hair is not unhygienic, and this is a personal choice. I understand that this is difficult, as having such a disclaimer in ads would be weird. That said, it would be incredible to see more representation about body hair from more mainstream celebrities, rather than "radical" Instagram influencers. Another welcome change would be to see some actual body hair being removed in these ads. I mean, they're marketing a product whose efficacy has a giant question mark on it as we cannot see any body hair on these people anyway! They shave hairless legs! If we can have ads that show a man with a five o'clock shadow, and a fancy animation showing the blades slicing away his facial hair, why can't we see that with a woman's underarm hair,” asked Dr Tanaya. Dedhia said, “All hair removing brands have focused on the same messaging.. ‘Set yourself free from unwanted hair,’ ‘hairless arms will make you more attractive, beautiful and more feminine.' I want to see ads that are progressive in their thinking and approach. Instead of saying that you will miss out on all the fun if you don’t do this or that, maybe we could focus on hygiene?” Vasavda said, “When it comes to the target audience of these brands, the majority of women should not have an issue with slightly more realistic depiction of hair removal, even if we don't go all out like some international ads. And like I said earlier, there is zero excuse for these brands to continue propagating such harmful beauty standards. This is one issue that is completely in the hands of the media, and if they are still making such regressive content, it's because they want to. They want to maintain a certain aesthetic for their brand imagery because of personal biases, and that's it. Hair removal is a basic need. No one's going to stop buying their products. If I need to shave, I'm going to buy a razor and it's probably going to be Gillette because they own the market share and my chemist only stocks that up. They don't have the pressure of fighting for market share at this point, so what's stopping them? Nothing but the mindset of people running these brands on the client side.”

Leg hair, don’t care: Why showing women’s body hair in Indian ads is long overdue

<ul class="summary-list"><li>Rice water contains vitamins and minerals that nourish the <keyword id="23927" type="PERSON" weightage="60" keywordseo="Hair" source="Orion">hair</keyword> and scalp and may encourage growth.</li><li>To make it, let about a cup of rice ferment in two to three cups of water for one day.</li><li>Use it one to two times per week, and you can expect results within a few weeks or months.</li></ul>Rice water is the leftover liquid that comes from rinsing or cooking rice — and it's been used for hair and skin care in many Asian countries for centuries. For instance, Japanese court ladies from the <a href="https://onlinelibrary.wiley.com/doi/abs/10.1111/j.1468-2494.2010.00605_3.x" target="_blank" rel="noopener">Heian period</a> (794 to 1185) had floor-length tresses that they would rinse in rice water for healthy growth and better elasticity. In India, rice water is used as an Ayurvedic remedy to<a href="https://nationaleczema.org/alternative-treatments-dr-shi/" target="_blank" rel="noopener"> treat eczema</a>.According to cosmetic dermatologist <a href="https://www.michelegreenmd.com/" target="_blank" rel="noopener">Michele Green</a>, MD, rice water is full of vitamins and minerals that are essential to <a href="https://www.insider.com/vitamins-for-hair-growth" target="_blank" rel="noopener">hair growth</a> and can help improve the look and feel of your hair. She says these nutrients help strengthen hair follicles, improve the density of hair, and make it look healthy and shiny.Here's what you need to know about the benefits of rice water for hair and how you can use it. <h2>Does rice water help your hair grow?</h2>"Rice water contains many <a href="https://www.insider.com/what-are-antioxidants-good-for" target="_blank" rel="noopener">antioxidants</a> and vitamins which are beneficial for hair <keyword id="11894571" type="UNKNOWN" weightage="100" keywordseo="health" source="Orion">health</keyword> and growth," says Green. According to Green, some of the <a href="https://www.hsph.harvard.edu/nutritionsource/food-features/rice/" target="_blank" rel="noopener">nutrients in rice</a> water that can benefit your hair are folic acid, niacin, magnesium, and inositol. It also contains amino acids that let it act as a protein treatment to <a href="https://www.jetir.org/papers/JETIR2106426.pdf" target="_blank" rel="noopener">strengthen and protect</a> hair.Here's how some of the vitamins and minerals in rice can impact your tresses:<ul><li>Folic acid (vitamin B9), niacin (vitamin B3), and selenium are important for cell turnover and overall health of the scalp and hair follicle. They stimulate hair growth and help strengthen and <a href="https://www.insider.com/how-to-get-thicker-hair" target="_blank" rel="noopener">thicken the hair</a>.</li><li>Niacin (vitamin B3) and allantoin improve the strength and elasticity of the hair follicle and reduce inflammation by increasing blood flow within the scalp.</li><li>Magnesium dissolves calcium buildup on the hair from hard water and rejuvenates hair follicles.</li><li>Inositol (vitamin B8) is found in many foods, like fruits, nuts, beans, and grains. Your body also uses carbohydrates to make its own inositol. This nutrient increases hair elasticity, making the hair stronger. A small 2012 <a href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3509882/" target="_blank" rel="noopener">study</a> found that taking inositol supplements for 180 days helped stimulate hair growth and reduce thinning. </li></ul>Rice water can help undo some of the damage caused by <a href="https://www.insider.com/does-stress-cause-gray-hair" target="_blank" rel="noopener">stress</a>, health issues, and chemical products (like dyes or relaxants) that can cause your scalp to become dry and your hair follicles to get damaged, according to Green. "When you have a clean, well-functioning scalp, you will in turn have healthy, strong, shiny hair that grows," says Green.Note: There is some evidence indicating that rice water could be beneficial for hair — for instance, a 2017 <a href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5727428/" target="_blank" rel="noopener">study</a> found that rice bran mineral extract stimulated hair growth and helped prevent hair loss. However, more evidence about the effectiveness of this practice is required.Additionally, fermented rice water may also help treat and prevent dandruff. In a <a href="https://www.researchgate.net/profile/Saneesh-Kumar-2/publication/261071142_Analysis_on_the_Natural_Remedies_to_Cure_DandruffSkin_Disease-causing_Fungus_-_Malassezia_furfur/links/00b7d5332a4ed64d4f000000/Analysis-on-the-Natural-Remedies-to-Cure-Dandruff-Skin-Disease-causing-Fungus-Malassezia-furfur.pdf" target="_blank" rel="noopener">2013 lab study</a>, it was found to inhibit the growth of malassezia, a dandruff-causing fungus.<h2>How to make rice water for hair</h2>Making rice water is as simple as combining the two ingredients and giving them time to ferment. Here's the step-by-step process:<ol><li>Rinse the rice: Wash the rice to get rid of any dirt or impurities. You can use any type of rice, although if you're using a non-organic variety, rinse it a few more times to get rid of pesticides. </li><li>Let it ferment: While you can use rice water that hasn't been fermented, Green says the fermented version is more potent because the fermentation process releases a byproduct called pitaria, which contains all the nutrients, antioxidants, and minerals from the rice. Use one cup of rice and two to three cups of water. "To ferment rice water, allow it to sit for a day. Fermented rice water should be refrigerated after 24 hours and should be used within three days or discarded," says Green. </li><li>Add natural fragrances: Fermented rice water has a strong smell. If you like, you can add a few drops of essential oils or some herbal tea to the rice water to give it a better fragrance. You could also add orange or lemon peels to it.</li></ol><h2>How to use rice water for hair</h2>You can use rice water instead of shampoo or after you've washed your hair, depending on your preference. Strain it before you use it. Start pouring it on to your scalp and massaging it in, then pour it on to the rest of your hair as well. Let it rest for up to 30 minutes, then rinse it off with water.You can use it <a href="https://exploreim.ucla.edu/wellness/healing-from-home-base/" target="_blank" rel="noopener">once or twice a week</a>. While some people might see some change in their hair after a few uses, any real differences in hair strength and length will be more gradual, Green says. Quick tip: There are also many hair products — such as shampoos, masks, and serums — that contain rice water and tap into its benefits.<h2>Can rice water damage your hair?</h2>There is some debate about whether rice water can be used on hair with low porosity. Porosity refers to how much moisture your hair can absorb. You may have low porosity hair if:<ul><li>Your hair typically doesn't absorb a lot of water or conditioner in the shower, so washing it takes longer because it takes longer to get properly wet </li><li>Your hair is prone to product buildup</li><li>Your hair floats at the top of a glass of room temperature water for a few minutes, before sinking to the bottom</li></ul>However, Green says rice water can work for all hair types. If you think rice water may not suit you because you have low porosity hair, you can test it out on a small patch first and see how it feels. If your hair feels more frizzy, avoid using rice water on your hair. It's important to remember that the use of rice water on hair is a <a href="https://www.stamfordhealth.org/healthflash-blog/integrative-medicine/home-remedies-feuerstein/" target="_blank" rel="noopener">home remedy</a>, and like most home remedies, it may help some people and may not help others. If you feel like rice water is not suiting your hair, you should stop using it. <h2>Insider's takeaway</h2>Applying rice water to hair is an ancient practice used in many Asian countries. Some people even apply it to their skin to soothe it and treat eczema. Rice water may help you get stronger, shinier, and <a href="https://www.insider.com/how-to-tell-if-your-hair-is-healthy-2018-10" target="_blank" rel="noopener">healthier hair</a>. You can try it out and see whether it works for you — if you see results, you should use it once or twice a week. However, if you feel like it's not suiting your hair, you can stop using it. If you have <a href="https://www.insider.com/thinning-hair" target="_blank" rel="noopener">thinning hair</a> or <a href="https://www.insider.com/hair-loss-in-women" target="_blank" rel="noopener">hair loss</a>, you should see a dermatologist, as there are treatment options that can help, says Green.

Rice water can help your hair grow longer and stronger &mdash; here's how to make it at home

<ul><li>The Beauty &amp; Personal Care market is thriving and one of the fastest-growing consumer markets, driven in particular by the Cosmetics and Skin Care segments, as per Statista’s latest report.</li><li>Myntra’s upcoming End of Reason Sale to offer 38,000 styles from over 750 brands in its Beauty and Personal Care segment.</li><li>On course to add 500 more brands and offer 50,000 style options by 2022.</li></ul>Myntra is witnessing strong growth in the Beauty and Personal Care segment on its platform. The category has registered over 2.5X YOY growth on Myntra and is expected to continue the growth momentum into 2022. Myntra is also betting big on the category for the upcoming edition of its marquee biannual event, EORS (End of Reason Sale), slated to be held this month. According to Statista, India's beauty and personal care market, estimated at $25.9 billion in 2020, is projected to reach $32.7 billion by 2023, growing at a CAGR of 8.1 percent. Revenue in the Beauty &amp; Personal Care market amounts to US$22,338 million in 2021. The market is expected to grow annually by 6.95% (CAGR 2021-2026). Beauty &amp; Personal Care is currently the fastest-growing category on Myntra, and is strategically showcased through platforms such as Myntra Studio and M-Live that drive engagement and build salience for brands in the category through DIY videos and live tutorials led by a charter of sought-after beauty influencers. For the upcoming edition of EORS, Myntra is gearing up for its largest-ever edition and in the last few months has added over 50 brands including Dermalogica, Anastasia Beverly Hills, W Beauty, Pilgrim, Swiss Beauty, and Syska Appliances, to participate in its flagship event. With never-before offers on brands, exciting propositions for all first-time beauty and personal care shoppers, and other interesting basket offers, shoppers have a lot to look forward to, in the upcoming EORS. Myntra continues to scale its Beauty and Personal care portfolio and currently houses 750+ brands and 38,000 styles, of which 400 brands and 15,000 styles were added this year alone. The emerging go-to BPC destination is aiming at adding another 500 brands in 2022, taking the total number of options to 50,000 styles. Myntra is witnessing a steady 3X increase in basket size. Myntra’s 15-day return policy has also enabled its consumers to have a smooth and hassle-free buying experience. In addition to this, the category is riding firmly on the back of its popular brand campaign led by Bollywood’s style icon, Disha Patani, who is the brand ambassador for this segment on Myntra. On the technology front, features such as AI-powered Skin analyser tool and virtual try-on are enabling consumers to undertake informed buying decisions on the platform. Some of the prominent international and domestic brands that were added on Myntra this year include Benefit Cosmetics, Bath &amp; Body Works, and Kora Organics among others. From a consumer demand perspective, Face Moisturizer, Kajal &amp; Eyeliner, Face Wash &amp; Cleanser and Lipsticks are some of the top selling items. Apart from these, fragrances and appliances, such as trimmers, are also some of the key categories that consumers flank the platform for. The top article types within categories such as make-up, are Lipsticks, Foundation &amp; Primer, Kajal &amp; Eyeliner, Eyeshadow, Highlighter &amp; Blush; Under skincare, the leading products include Face moisturizer, Face Serum, Mask &amp; Peel and Sunscreen; Under haircare, the leading products are, Hair Colour, Hair Oil, Hair Serum, Hair Cream &amp; Mask, while Body Lotion, Body Wash and Body Oil form an integral part of the Bath &amp; Body category. During EORS-15, shoppers can expect Buy 1 Get 1 on select brands and free shipping on orders above Rs 499. Ahead of the event, Myntra has also collaborated with some of India’s favorite celebrities, such as Salman Khan for Frsh, Virat Kohli for One8, and Sara Ali Khan for Maybelline to share special mentions from their social media channels to drive traction for the category.

Exclusive: Myntra to increase its focus on Beauty and Personal category; plans to add 500 brands and 50,000 styles by 2022

<keyword id="744121" type="PERSON" weightage="20" keywordseo="minimalist">Minimalist</keyword>, a new-age homegrown <keyword id="2782303" type="PERSON" weightage="20" keywordseo="skincare-brand">skincare brand</keyword>, has raised Series A funding of Rs <keyword id="73571" type="PERSON" weightage="20" keywordseo="110-crore">110 crore</keyword> through multiple international investors in just nine months of its inception. The round was led by <keyword id="136147" type="COMPANY" weightage="20" keywordseo="Sequoia-Capital-India">Sequoia Capital India</keyword>, with participation from <keyword id="2919607" type="ORGANIZATION" weightage="20" keywordseo="Unilever-Ventures">Unilever Ventures</keyword>. The brand plans to utilise the funds to enhance its infrastructure and R&amp;D capabilities, launch in global markets, as well as double down on its content creation efforts by sharing well-researched knowledge about skincare with its consumers. Launched in 2020 by Mohit and Rahul Yadav, Minimalist, which is a mission-driven brand committed to bringing high-levels of efficacy and transparency to the personal care segment, is rapidly gaining popularity due to its values and ethos. So far, they have served over one million customers and is the fastest growing skincare brand in India. Their products are popular among both women and men looking for solutions to acne, pigmentation, excess sebum, dull skin. Speaking about the fundraise, Mohit Yadav, Co-founder - Minimalist, said, "Consumers today are looking beyond marketing claims and are seeking efficacy based skincare products. Our growth so far proves that a radical change in skincare industry is underway. Together with our customers, we are creating 'Skincare 2.0' by offering proven solutions driven by scientific innovations." Having a portfolio of diverse skincare and hair care products, the brand retails through its own website, along with e-commerce giants like Amazon, Nykaa, Flipkart, Myntra, and numerous other marketplaces. Minimalist currently offers 20 products ranging from serums, toners, face acids and moisturizers that are well researched, backed by proven science, safe, effective, mindfully created, and suited for all skin types. "Minimalist's products take an efficacy-first approach using transparency and science as underpinnings to improving personal care outcomes. This has resulted in a strong following and business momentum. Having seen the power of Mohit and Rahul's execution over many years, <keyword id="122716" type="CITY" weightage="20" keywordseo="Sequoia-Capital">Sequoia Capital</keyword> India is thrilled to lead the Series A financing in the company," said Shailesh Lakhani, Managing Director, <keyword id="563136" type="ORGANIZATION" weightage="20" keywordseo="Sequoia-India">Sequoia India</keyword>. "Minimalist is trailblazing science-backed clean beauty formulations in India, a trend that has gained massive consumer acceptance worldwide and with growing consumer traction in India. We look forward to working with the founders and management team along with our fellow investors in supporting the brand's ambitions over the coming years," said Pawan Chaturvedi, Partner at Unilever Ventures. Sequoia Capital India operates in India and Southeast Asia, where they actively partner with founders across sectors from idea to IPO. Unilever Ventures is the venture capital arm of British multinational consumer goods company <keyword id="261686" type="COMPANY" weightage="20" keywordseo="Unilever-plc">Unilever PLC</keyword> that invests in fast growing companies across consumer and enterprise technology. SEE ALSO <a href="https://www.businessinsider.in/business/news/byjus-last-two-acquisitions-and-a-deal-with-disney-reveal-its-american-dream/articleshow/84783749.cms">Byju's last two acquisitions and a deal with Disney reveal its American dream ⁠— one that is anchored in India</a> <a href="https://www.businessinsider.in/personal-finance/news/six-red-flags-for-investors-to-avoid-becoming-a-victim-of-misselling-by-agents-or-financial-advisors/slidelist/84782913.cms">Six red flags for investors to avoid becoming a victim of misselling by agents or financial advisors</a>

Skincare brand Minimalist raises ₹110 crore in Series A funding led by Sequoia Capital India

<ul><li>Despite a slowdown in 2019, Marico continued to hold on to market share and refrained from cutting down its marketing budgets.</li><li>Its focus on constantly innovating and coming up with premium products while keeping the consumer at the core of all its strategies helped the brand brave the slow times.</li><li>Koshy George, Chief Marketing Officer, Marico Limited walked us through the factors that helped the brand put up a good show in a difficult year, and its marketing game-plan for the year ahead. </li></ul>
 <div type="Video" msid="73255971" hostid="261" title="Koshy George, CMO, Marico Limited walks us through Marico's performance in 2019 and the key areas of focus in 2020" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=73255971"></div>




It's been just about a year since Koshy George came on board as the Chief Marketing Officer at Marico Limited. While 2019 wasn't particularly an easy year for the overall industry, thanks to the economic slowdown, Marico’s core brands have managed to hold on to their leadership positions. The reason for this growth is perhaps its strong marketing game and the fact that the brand has been focusing on innovation and premiumisation, to solve consumer pain points. Before Marico, George spent close to 15 years in Hindustan Unilever, working on prominent brands like Lifebuoy, Pears, Dove, Lux, Lifebuoy and Sunlight, amongst others. In Marico, George is leading the company’s core hair nourishment brands that include Parachute Advansed, Nihar, Hair &amp; Care, Shanti Amla and Livon, among other brands. For a while now, premiumisation has been helping bridge the gap between what once could be termed as luxury products and products with a more mass appeal. It is also making products more appealing to millennials and a younger set of audience, that is ready to shell out some extra bucks, to get a better consumer experience. Despite being a legacy brand, Marico identified this as a growth area and has been focusing on innovating and coming up with premium products under its portfolio. Why premiumisation will continue to be critical The last year saw the economy witness a slowdown that led to muted growth across industries and FMCG wasn’t untouched by its effects. The effects were most starkly felt in rural markets, which witnessed a substantial dip in sales. However, despite the strong headwinds, Marico succeeded in gaining significant market share in the segments they play in. Its core brands like Parachute and Shanti Amla continued to perform well. “There is a headwind coming in, in terms of the growth of the overall categories shrinking. Competitively, we are doing well, our brands are looking very strong. However, what we need to realize is that the slowdown is here to continue and in such a scenario, how do re-tweak our strategies and get people back to help grow the category,” says George. In such a scenario, what does a marketer do, to protect a brand from being impacted adversely? The answer, George shares, lies in ensuring that consumers get better value from their products. “One of the things we are looking at differently is how do we pass on more value to our consumers? There is obviously some price or promotions we have initiated in the market that ensure that people get the right value at a time like this. Moreover, if you look at the other spectrum, there are channels like modern trade and e-commerce that continue to grow and premiumise. So at that end of the spectrum, we are looking at getting more premium innovations to drive growth there. So we are looking at very different approaches in different parts of the market,” he explains. Livon and its growth story When it comes to the hair serum category, Marico had a clear first-movers advantage when it launched Livon. Years after its launch, despite the category getting cluttered with the entry of a lot of national and international brands, Livon has managed to hold its own. Today, the brand holds about 70% of the serum category. Speaking about Livon’s growth trajectory and the factors that have helped the brand hold on to its leadership position, George says, “Livon has done fabulously well and has stepped up growth in the last few years. For Livon, the core task continues to be driving relevance and building the category, considering it’s a very different format. Most of India is still rooted to using oils, so it’s our job to create the market and educate people on when a serum is used and that continues to be our number one focus. So we have got the product at accessible price points. We also continue to work on upgradations while promoting it around our brand proposition of salon finish hair. Thirdly, we are bringing about a lot of innovation. We now have Livon Colour Protect. We are now looking at opening at sub-segments and targeting modern trade and e-commerce more sharply.” George also says that being the market leader gives them the added responsibility of helping the category grow, which is why he is unfazed by the ever-increasing competition in the category. “Competition coming in is always good because it grows the category faster. We are quite sure that we have a pole position building the category and hence it will always work for us. The trick is to keep innovating and that we continue to drive category upgradation,” he adds. Getting the right marketing mix While slowdowns usually directly impact advertising and marketing budgets, Marico refrained from cutting down on their budgets. Explaining why, George says, “We haven’t really tempered down on our marketing investment because we believe that once you start investing on brands, there will be cycles where the markets fluctuate, but if we continue to invest, we will get the benefits in the long-run.” While TV continues to be Marico’s lead medium, Digital has been witnessing a steady growth, in terms of marketing spends. In the last 2-3 years, the brands spends on Digital has almost doubled. However, George explains that the media mix for any campaign would depend on the purpose of the campaign and the kind of audience they want to reach out to. “While for a lot of our mass brands, TV continues to be the lead medium, there will be cases when Digital will take the largest chunk of our investments. Our investments will depend on our brand and the TG we are targeting,” he explains. Moreover, as a part of their digital investments, Marico is also looking at spending more on new-age social media platforms like TikTok. Marico’s marketing game-plan While premiumisation will continue to be a big focus for Marico, it will also continue to work on bringing people present in the unorganized loose oil category into the organized hair-oil segment. “We believe there is a huge opportunity in premiumisation in all the categories across personal care and we will continue to focus on that. We will continue to invest in new brands, new formats and new benefits for our consumers. Equally while we do that, our strength lies in playing in the core of the market which we have successfully done over the years in terms of upgrading consumers from the belly of the market. So it will be a dual strategy but both for me will lead to meeting our growth ambitions,” adds George.

Why premiumisation will continue to be a focus area and growth driver for Marico

<ul class="summary-list"><li>Supplements alone won't completely treat dry eye, but recent studies have examined the link between certain <keyword id="20918" type="PERSON" weightage="60" keywordseo="vitamins">vitamins</keyword> and eye disease. </li><li>Omega-3 fatty acids that can be found in fish oil or flaxseed may help treat dry eye, along with other vitamins like A, E, and B12. </li><li>Many factors can cause dry eye and can indicate other <keyword id="6354750" type="UNKNOWN" weightage="100" keywordseo="health">health</keyword> problems, so it's best to check with a doctor before adding any vitamins and supplements to your regimen.</li></ul>When your <keyword id="25202" type="PERSON" weightage="60" keywordseo="eyes">eyes</keyword> don't produce adequate tears, or if there is an abnormality in the quality of the <a href="https://www.aao.org/eye-health/anatomy/tear-film-3" target="_blank" rel="noopener">tear film</a> - the oil, water, and mucus layer that coats the eye - the result is <a href="https://www.aao.org/eye-health/diseases/what-is-dry-eye" target="_blank" rel="noopener">dry eye</a>. Your eyes may become red, sting, or feel irritated as if sand is caught on the surface of your eyeball.As many as <a href="https://www.nei.nih.gov/learn-about-eye-health/eye-conditions-and-diseases/dry-eye" target="_blank" rel="noopener">5 million Americans</a> suffer from dry eyes, which can range in severity from mild irritation to severe pain. The condition is common, especially in <a href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5496280/" target="_blank" rel="noopener">women as they enter menopause</a>, according to the <a href="https://www.nei.nih.gov/learn-about-eye-health/eye-conditions-and-diseases/dry-eye" target="_blank" rel="noopener">National Eye Institute</a> at the National Institutes of Health (NIH). Although results are inconclusive, vitamins and supplements have been studied in an effort to treat or prevent dry eyes.Here's what you need to know about dry eyes and whether vitamins and supplements may help.<h2>What causes dry eyes? </h2>"Dry eye is a complex disease and is affected by not only what we eat, but also by our environment and our activities, such as prolonged computer use or TV viewing," says <a href="https://my.clevelandclinic.org/staff/26260-rony-sayegh" target="_blank" rel="noopener">Rony Sayegh</a>, MD, a dry eye specialist and ophthalmologist at Cleveland Clinic. When you're using the computer or watching television, you blink less and produce fewer tears. He says dry eyes may also be caused by a variety of medical conditions including:<ul><li><a href="https://www.insider.com/arthritis-signs-2018-11" target="_blank" rel="noopener">Rheumatoid arthritis</a></li><li><a href="https://www.mayoclinic.org/diseases-conditions/sjogrens-syndrome/symptoms-causes/syc-20353216#:~:text=Overview,as%20rheumatoid%20arthritis%20and%20lupus." target="_blank" rel="noopener">Sjögren syndrome</a></li><li><a href="https://www.insider.com/thyroid-health-need-to-know-2018-8" target="_blank" rel="noopener">Thyroid disease</a> </li><li><a href="https://www.insider.com/lupus-signs-symptoms-2018-12" target="_blank" rel="noopener">Lupus</a> </li></ul>Taking certain medicines, such as <a href="https://www.mayoclinic.org/diseases-conditions/high-blood-pressure/in-depth/diuretics/art-20048129" target="_blank" rel="noopener">diuretics</a>, <a href="https://www.insider.com/high-blood-pressure" target="_blank" rel="noopener">beta-blockers for high blood pressure</a>, antihistamines, and medications to treat anxiety or depression are also linked to dry eyes.Treatment for dry eyes usually involves over-the-counter artificial tears, or an eye ointment or gel, says <a href="https://www.rfriedmanmd.com/" target="_blank" rel="noopener">Robert Friedman, MD</a>, an <a href="https://www.rfriedmanmd.com/" target="_blank" rel="noopener">ophthalmologist</a> in private practice in New York City. A <a href="https://www.insider.com/humidifier-benefits" target="_blank" rel="noopener">humidifier</a> can also help by adding moisture to your environment.Research has tied a <a href="https://www.aao.org/eye-health/tips-prevention/diet-nutrition" target="_blank" rel="noopener">healthy diet</a> to overall eye health. Getting <a href="https://www.insider.com/vitamins-for-eye-health" target="_blank" rel="noopener">vitamins</a> and nutrients through diet and exercise have been found to be particularly helpful in ameliorating the progression of <a href="https://www.aao.org/eye-health/diseases/amd-macular-degeneration" target="_blank" rel="noopener">age-related macular degeneration (AMD)</a>, which has stimulated studies of the role of supplements for treating other conditions. Some doctors say the following supplements may help dry eyes:<h2>1. Omega-3 fatty acids </h2>Fish oil containing <a href="https://www.insider.com/omega-3-benefits" target="_blank" rel="noopener">omega-3 fatty acids</a> is a popular recommendation."Many physicians feel that omega-3 supplementation is generally safe, and many patients feel improvement in their dry eye symptoms with its use, making it one of the most recommended supplements," Sayegh says."These come in various forms and dosages making them difficult to study in a standardized manner," says Sayegh. "Several <a href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2646454/" target="_blank" rel="noopener">studies</a> have shown a <a href="https://newsnetwork.mayoclinic.org/discussion/mayo-clinic-q-and-a-fish-oil-supplements-and-dry-eyes/#:~:text=It%20appears%20that%20omega%2D3,the%20need%20for%20artificial%20tears." target="_blank" rel="noopener">beneficial effect</a> on <a href="https://www.ophthalmologytimes.com/view/studying-role-omegas-dry-eye-disease-beyond-dream" target="_blank" rel="noopener">inflammation</a> of the lid margins and improvement in the oil composition of the tear film which reduces its evaporation." For example, a 2008 <a href="https://pubmed.ncbi.nlm.nih.gov/27227397/" target="_blank" rel="noopener">study</a> found that patients taking two 1000-mg capsules of flaxseed oil three times a day orally offered some benefit to patients with conditions such as <a href="https://www.mayoclinic.org/diseases-conditions/blepharitis/symptoms-causes/syc-20370141#:~:text=Blepharitis%20(blef%2Duh%2DRYE,clogged%2C%20causing%20irritation%20and%20redness." target="_blank" rel="noopener">blepharitis</a>, and/or <a href="https://aapos.org/glossary/meibomian-gland-dysfunction-and-treatment#:~:text=Meibomian%20glands%20are%20the%20tiny,from%20evaporating%20(drying%20out)." target="_blank" rel="noopener">meibomian gland dysfunction</a> (MGD), eyelid inflammatory disorders associated with dry eye. Flaxseed oil seemed to improve the oil quality produced by the eyelid glands.In 2018, one of the <a href="https://www.nei.nih.gov/about/news-and-events/news/omega-3s-fish-oil-supplements-no-better-placebo-dry-eye" target="_blank" rel="noopener">largest NIH-sponsored studies</a> on the effects of omega-3 fatty acids on dry eyes concluded that patients who received 3,000 mg of omega-3 for 12 months did not show significantly better results than patients who received an olive oil placebo. Possible <a href="https://www.mayoclinic.org/drugs-supplements-fish-oil/art-20364810" target="_blank" rel="noopener">side effects</a> of fish oil include increased risk of bleeding and an increased risk of stroke. Omega-3 fatty acids can potentially <a href="https://www.mayoclinic.org/drugs-supplements-fish-oil/art-20364810" target="_blank" rel="noopener">interfere</a> with blood thinners, blood pressure medications, and contraception. <h2>2. Vitamin A</h2>Severe <a href="https://www.insider.com/vitamin-a-deficiency" target="_blank" rel="noopener">vitamin A deficiencies</a> can result in dry eyes, which supplements may help. Park points out that Vitamin A deficiency is rare in the US, as it is associated with <a href="https://data.unicef.org/topic/nutrition/vitamin-a-deficiency/" target="_blank" rel="noopener">severe malnutrition</a>. The <a href="https://apps.who.int/iris/bitstream/handle/10665/44110/9789241598019_eng.pdf" target="_blank" rel="noopener">World Health Organization (WHO)</a> considers vitamin A deficiency a public health problem globally. In Americans, it has been seen to occur in some patients with <a href="https://pubmed.ncbi.nlm.nih.gov/29055982/" target="_blank" rel="noopener">cystic fibrosis</a> and some after <a href="https://pubmed.ncbi.nlm.nih.gov/31855096/" target="_blank" rel="noopener">bariatric weight loss surgery</a>.<a href="https://www.insider.com/vitamin-a-benefits">Vitamin A</a> is an important component of the chemicals in the <a href="https://scholarcommons.sc.edu/cgi/viewcontent.cgi?article=1098&amp;context=jscas#:~:text=Vitamin%20A%20has%20an%20essential,structural%20integrity%20of%20the%20retina.ina." target="_blank" rel="noopener">retinal cells</a> responsible for vision, says Sayegh. In certain cases, an over-the-counter vitamin A ointment such as <a href="https://www.aftpharm.com/products/non-prescription/vita-pos/" target="_blank" rel="noopener">Vita Pos</a> may be applied directly to the eyes to reduce dryness.However, Park cautions "you must be cautious to not overdose vitamin A, as it is stored in the liver and an excess may produce <a href="https://pubmed.ncbi.nlm.nih.gov/2019375/" target="_blank" rel="noopener">liver toxicity</a>." Too much vitamin A may also lead to <a href="https://www.health.harvard.edu/a_to_z/optic-nerve-swelling-papilledema-a-to-z" target="_blank" rel="noopener">increased intracranial pressure</a>, which could lead to papilledema (optic nerve swelling) and blindness. A small 2019 <a href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6462169/" target="_blank" rel="noopener">study</a> concluded that in a sample of Saudi Arabian men, 1500 mg of vitamin A taken orally for three consecutive days improved "the quality, but not quantity, of tears in patients with dry eye." This finding warrants further research.<h2>3. Vitamin B12</h2>There are exciting <a href="https://pubmed.ncbi.nlm.nih.gov/28299439/" target="_blank" rel="noopener">reports</a> linking vitamin B12 in helping patients with <a href="https://pubmed.ncbi.nlm.nih.gov/28299439/" target="_blank" rel="noopener">severe dry eye</a> and <a href="https://pubmed.ncbi.nlm.nih.gov/26266431/" target="_blank" rel="noopener">pain</a>, says Sayegh. Several <a href="https://pubmed.ncbi.nlm.nih.gov/28299439/" target="_blank" rel="noopener">studies</a> have linked Vitamin B12 deficiencies in patients with conditions that result in dry eye. In one <a href="https://pubmed.ncbi.nlm.nih.gov/26266431" target="_blank" rel="noopener">case</a>, a patient in India reportedly experienced dramatic improvement within three weeks of using a B12 vitamin serum after suffering blistering pain and a gritty feeling in her eye for one year. Within six months, the authors noted that she was symptom-free. Since vitamin B12 is only present in foods derived from animals, vegans require B12 supplements - symptoms and signs of B12 deficiency include anemia, yellow skin, optic neuropathy, <a href="https://link.springer.com/referenceworkentry/10.1007%2F978-981-287-080-3_96-1" target="_blank" rel="noopener">cognitive slowing</a>, and peripheral <a href="https://www.mayoclinic.org/diseases-conditions/peripheral-neuropathy/symptoms-causes/syc-20352061" target="_blank" rel="noopener">neuropathy</a>, leading to weakness or numbness in your extremities.Due to the variability of absorption when taken orally, B12 is often <a href="https://my.clevelandclinic.org/health/drugs/17995-cyanocobalamin-vitamin-b12-injection" target="_blank" rel="noopener">injected</a> - usually in the arm, buttock, or thigh, Park says.<h2>4. Lutein</h2><a href="https://www.aoa.org/healthy-eyes/caring-for-your-eyes/diet-and-nutrition?sso=y" target="_blank" rel="noopener">Lutein</a> is an anti-inflammatory nutrient found naturally in the retina and dark green leafy vegetables, such as kale and spinach. A <a href="https://www.hindawi.com/journals/joph/2016/8341439/" target="_blank" rel="noopener">2015 study</a> by Taiwanese doctors found that lutein may help reduce inflammation in cultured corneal epithelial cells, the layer which protects the front of the eye and may help to reduce dry eye symptoms.Since lutein is considered a safe dietary supplement used in the treatment of age-related <a href="https://www.macular.org/what-macular-degeneration" target="_blank" rel="noopener">macular degeneration</a> (AMD) and other eye diseases, the study's "promising results support further research into using lutein use to treat dry eye," the authors concluded.<h2>5. Vitamin E</h2>"Vitamin E is an important <a href="https://www.insider.com/what-are-antioxidants-good-for" target="_blank" rel="noopener">antioxidant</a>, however, no direct beneficial effect of supplementation on dry eye has been shown," Sayegh says.However, a small 2020 <a href="https://pubmed.ncbi.nlm.nih.gov/33153310/" target="_blank" rel="noopener">study</a> in Spain tested eye drops composed of <a href="https://www.insider.com/hyaluronic-acid-benefits" target="_blank" rel="noopener">hyaluronic acid,</a> <a href="https://www.mayoclinic.org/drugs-supplements-coenzyme-q10/art-20362602" target="_blank" rel="noopener">coenzyme Q10</a>, and <a href="https://www.insider.com/what-is-vitamin-e-good-for" target="_blank" rel="noopener">vitamin E</a> against artificial tears formulated with the sodium derivative <a href="https://patient.info/medicine/carmellose-sodium-for-dry-eyes" target="_blank" rel="noopener">carmellose sodium</a> in menopausal patients. It found that a lower daily dose of the drops containing vitamin E "was sufficient to achieve better dry eye disease management compared to carmellose." That said, it's unclear whether the improvement can be wholly credited to vitamin E.<h2>Insider's takeaway</h2>While there are no treatments for dry eyes from supplements alone, the NIH and other institutions have recently undertaken studies to examine the link between several vitamins and eye disease with promising, but inconclusive results - sparking more interest in such research.Many doctors consider there to be little harm in it and a potential improvement from taking fish oil or flaxseed supplements to improve dry eye.However, many factors can cause dry eye - which can indicate other health problems - so it's best to check with a doctor before adding any of the aforementioned vitamins and supplements to your regimen.<h2>Related articles from <a href="https://www.insider.com/health-reference" target="_blank" rel="noopener">Health Reference</a>:</h2><ul><li><a href="https://www.insider.com/vitamin-b12-benefits" target="_blank" rel="noopener">5 science-backed benefits of vitamin B12 and how to get enough of it</a></li><li><a href="https://www.insider.com/what-is-vitamin-e-good-for" target="_blank" rel="noopener">What is vitamin E good for? </a></li><li><a href="https://www.insider.com/vitamins-for-hair-growth" target="_blank" rel="noopener">The best vitamins to help your hair's growth, thickness, and overall health.</a></li><li><a href="https://www.insider.com/vitamin-a-benefits" target="_blank" rel="noopener">5 science-proven benefits of vitamin A </a></li><li><a href="https://www.insider.com/what-foods-have-vitamin-d" target="_blank" rel="noopener">6 healthy foods rich in vitamin D</a></li></ul>

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