Nutrafol is continuing with its holistic approach to hair health with its newest stock keeping unit.

Strand Serum, priced at $54, is the Unilever-owned brand’s first clinically tested serum dedicated to strand health, building on its ingestibles and scalp health offerings.

Cindy Gustafson, chief executive officer at Nutrafol, said: “It extends our approach from supporting healthy growth from within, to the scalp environment where hair grows, to now strengthening and protecting the strand itself. Strand Serum addresses that next unmet need by helping consumers protect and reduce breakage of the healthy hair they’ve worked to grow.”

The science behind Strand Serum starts with porosity — the hair’s ability to absorb and retain moisture, according to the brand. High-porosity hair has a lifted, damaged cuticle that leaves strands more vulnerable to breakage, frizz, dryness and split ends. Rather than addressing breakage as an isolated concern, Strand Serum supports hair’s porosity by sealing damaged, porous areas along the strand for smoother hair.

Clinical testing found Strand Serum’s DualFusion Complex delivered six times stronger hair and reduced breakage by up to 83 percent.

Dr. Heather Woolery-Lloyd, board-certified dermatologist and chief medical adviser at Nutrafol, said: “What’s unique about Strand Serum is the DualFusion Complex is a bi-phase system: a strengthening water phase is designed to penetrate the cortex while the oil phase supports the outer cuticle and lipid barrier. This allows us to approach strand health from cortex to cuticle, rather than primarily conditioning or coating the surface.”

Strand Serum is launching exclusively on the Nutrafol app Wednesday, ahead of a wider launch on Tuesday. A 30-ml Strand Serum and brush kit will be available for $54 exclusively at Ulta Beauty Oct. 11.

“We launched our app about a year and a half ago, and it’s built to help serve people on their journey. We now have over 100,000 active users, which is incredible, and they are so committed to their hair health journey. So we are launching for our app customers, which is a little bit of a ‘you made the commitment to us, we want to make an extra commitment to you,’” Gustafson said of the exclusive app launch.