New men’s haircare startup Keeps launches in US

Former Google employees Steve Gutentag and Demetri Karagas have launched new haircare company Keeps to address the issue of hair loss.

According to the data given by the American Hair Loss Association, 66% of men experience hair loss by the age of 35 and around 25% began to lose their hair as teenagers.

Keeps’ products are US Food and Drug Administration (FDA) approved for hair loss and prevention.

The firm’s co-founder Steve Gutentag said: “Through my personal experience, I found that the market is full of products that promise to cure hair loss, but are not proven to be effective and are not FDA approved. In fact, we see companies benefit from misinformation and men’s insecurities to sell products that don’t work or aren’t necessary.

“Keeps is committed to bringing a straightforward solution to men, saving them time, money and a trip to the pharmacy.”

Keeps’ products are claimed to demonstrate 20% hair regrowth and are said to be 90% effective when used as a preventive measure.

Keeps offers its hair loss treatment products through its website. Users receive an online diagnosis and personalised treatment plan, as well as a 90-day supply of product.

In addition, Keeps website features progress tracking tools and ongoing support.