Healthy scalp
No flaking, no itch, minimal oil. Hair shafts uniform. pH 5.5. Just needs maintenance.
Signals: skin is pale pink, hair shafts are smooth, no sensation after washing.
Trichology Hub
60 years of trichology · Medavita
Your scalp has a language. We speak it fluently.
A science-grade self-check, a personal ritual built around your scalp, and a library of trichology — distilled into 90 seconds. No consultation required. No guesswork, either.
- Free. No email required.
- Under 90 seconds.
- 30-day ritual adjustment guarantee.
Act I · The science
How your hair actually works
Four chapters of hair science, translated from textbooks into pictures. Scroll, slide, click — the chemistry will stop feeling intimidating.
01
The life of one hair
A single hair lives for 2–7 years. At any moment, 85% of your ~100 000 hairs are growing, 1% resting, and 14% preparing to fall. Drag the timeline to see the phases.
Anagen · Growth
The dermal papilla is feeding cells 24/7. Your hair grows 1 cm per month for 2–7 years. This is where 85% of your hairs are right now.
% of your hair in this phase right now: 85%
Takeaway · Losing 50–100 hairs a day is normal. It only becomes a trichology concern when the anagen share drops — which is what a proper ritual can prevent.
02
Inside a single strand
Your hair is not a string — it's a three-layer cable. Click the layers to see what each one does, and which Medavita ingredient targets it.
1 · Cuticle — the armour
7–10 overlapping keratin scales, like roof shingles. Closed = shine and smoothness. Open = frizz, tangle, breakage. Opens in alkaline pH, closes in acidic pH.
Medavita's shampoo pH 5.5 keeps it closed; the Luxviva Mask at pH 4.0 re-seals aggressively.
2 · Cortex — the strength
80% of the hair's weight. Made of keratin bundles held by three bond types: hydrogen (water-broken), salt (pH-broken), disulphide (chemistry-broken). This is where colour lives, and where damage stores.
Beta Refibre's microemulsion repairs disulphide bonds (clinical: up to 94% bond reconnection).
3 · Medulla — the core
A soft, sometimes-absent inner channel. Thicker in coarse hair, missing in fine and baby hair. It absorbs lipids and holds them like a sponge.
Oils in Glossynation Liquid Light settle here and stabilize moisture from within.
03
pH — one number that decides everything
Hair and scalp sit at pH 4.5–5.5. Drift away from that and the cuticle changes state in minutes. Slide the marker to watch what happens.
02468101214
Acid · cuticle seals Skin zone · 4.5–5.5 Alkaline · cuticle opens
pH you've set: 5.5
Cuticle closed, colour locked, scalp microbiome balanced. This is the Medavita zone — 5 of 7 rituals live here.
- Lemon juice — pH 2
- Your scalp — pH 5.5
- Tap water — pH 7
- Bar soap — pH 9–10
- Bleach — pH 11–12
04
The atlas of scalp conditions
Six patterns cover ~95% of cases. Find yours here, then confirm it in the self-check below.
Oily scalp · Seborrhoea
Yellow oily flakes. Roots look flat 24 h after wash. Often with itch. Malassezia yeast is feeding on excess sebum.
Signals: pillowcase stains, greasy scalp by day 2, visible flakes near hairline.
Dry scalp
Fine white dust, tightness after washing, worse in winter. Not true dandruff — the barrier is dehydrated.
Signals: dry skin everywhere (hands, face), flakes are small and white, no itch or mild.
Sensitive scalp
Burning, tingling, or itch within minutes of applying product. Skin is reactive and the nerves are firing early.
Signals: reacts to sulphates, fragrance, tight hairstyles; flushes easily; tight feeling after wash.
Shedding · Thinning
More than 100 hairs a day. Wider parting, shorter ponytail. Could be telogen (stress/thyroid/iron), androgenic (pattern), or seasonal.
Signals: hair on pillow, in drain, in brush. Scalp visible through parting. Ponytail feels thinner than 6 months ago.
Damaged hair
Cuticle raised, split ends, elasticity lost. Caused by heat, bleach, or friction. The fibre has lost bonds and feels like straw.
Signals: hair snaps wet, doesn't bounce back after stretch, rough to the touch, colour fades in 2–3 washes.
Act II · Your diagnosis
The 90-second trichology self-check
Seven visual questions. A ten-parameter scalp scorecard. A personal protocol. Red-flags routed to a dermatologist, not to a product. No email, no sign-up.
1 / 7 · What's bothering you
What brings you here today?
Pick the one that bothers you most. You can add a secondary later.
How does your scalp feel 24 hours after washing?
Be honest — this sets half of the diagnosis.
How many hairs are you losing per day?
Rough estimate. Count what you find in the brush, shower drain, and pillow.
Your hair's texture feels…
Slide a strand between your fingers from root to tip.
Chemical history — what has touched your hair in the last 6 months?
Select all that apply. This weighs heavily on the protocol.
Trichology is systemic — any of these in play?
Hair reflects what happens inside. Select all that apply.
How much time will you give the ritual each week?
Honesty here shapes the protocol size. Consistency beats intensity.
Act IV · Go deeper
The trichology library
Bite-sized articles on every condition, ingredient, and ritual. Search by keyword or filter by topic — it's the scalp literacy most brands keep behind a consultation fee.
Why 100 hairs a day is normal
Your scalp holds ~100 000 hairs, each on its own 2–7 year clock. Losing 50–100 daily is the natural exit rate. Panic only starts when you're losing more than 200 — or when you see the scalp through the parting.
The three layers that make hair strong
Cuticle (armour), cortex (strength and colour), medulla (soft core). Most shampoos touch the cuticle. True repair — like Beta Refibre — has to reach the cortex bonds.
Why your scalp is skin, not scalp
The scalp is face-grade skin with a microbiome of bacteria and Malassezia yeast. Strip the barrier — with sulphates, alcohol, or high pH — and you get flakes, itch, or oil rebound within 48 hours.
Why pH 5.5 is the magic number
Scalp skin and healthy cuticle both sit at 4.5–5.5. A shampoo at pH 9 opens the cuticle in 60 seconds and keeps it open for hours. A shampoo at 5.5 leaves it sealed.
Telogen effluvium — the 3-month delay
A fever, crash diet, or major stress sends follicles into telogen. You don't see it until 3 months later, when they all shed at once. The good news: it's reversible and anagen returns within a cycle.
Androgenic thinning — how to spot it early
DHT shrinks follicles over years. First sign is miniaturised hairs — same number, thinner shafts. The ponytail stays thick, but the parting widens. Early intervention with topical tonic slows the decline.
The autumn shed is real
September–November, most people lose 10–20% more hair. It's an evolutionary relic — our ancestors shed a thicker summer coat. Ride it out with extra scalp nutrition; the anagen ratio rebalances by February.
Seborrhoeic vs. dry dandruff
Yellow, oily, stuck flakes with itch = seborrhoea (Malassezia thriving on excess sebum). Small white flakes, tight skin, winter-only = dry scalp. They need opposite rituals. Get the diagnosis right before buying.
Porosity — the one-glass test
Drop a clean strand in water. Sinks fast = high porosity (damage). Floats = low porosity (healthy, or protein-overloaded). Suspended = medium. Repeat after every chemical service to see how your hair is coping.
Why colour fades fastest in weeks 2–4
Colour molecules sit inside the cortex behind the cuticle. Every shampoo at pH above 6 opens the cuticle and lets a little colour leak out. 20 washes = 50–60% fade. Acidic shampoos (pH 4.5) cut that loss in half.
Hydrolysed keratin — a patch, not a paint
Broken-down keratin peptides bind to damaged spots in the cuticle. Think of them as plasters. They last 2–3 washes, then refresh. Overuse and the hair turns brittle — balance protein with moisture.
Silicones: friend, foe, or it depends
Water-soluble silicones (dimethicone copolyol) add slip and wash out. Heavy non-soluble ones (dimethicone without PEG) build up. Use the latter only if you heat-style daily and clarify weekly.
Caffeine at the follicle
Topical caffeine penetrates down the hair shaft in 2 minutes and blocks 5-alpha-reductase locally — the enzyme that makes DHT. Studies show elongation of the anagen phase with daily use. Present in Lotion Concentrée.
Scalp peelings — chemical vs. mechanical
Mechanical scrubs with sugar or salt work fast but scratch. AHA / BHA peelings dissolve the keratin bonds of dead skin without friction. Safer for sensitive or seborrhoeic scalps. Weekly, not daily.
Why tonics go on before anything else
Lotion-concentrée tonics target the scalp, not the length. Apply to a towel-dried, clean scalp so the actives meet the follicle unobstructed. Leave-ins on hair shafts go after.
10 minutes is the mask sweet spot
Most salon-grade masks reach saturation in 8–12 minutes. Any longer and the cortex is saturated — no added benefit, and sometimes rebound dryness. A shower cap speeds it up with body heat.
Cold final rinse — lore or science?
Warm water opens the cuticle to let product in; a final cool rinse (20–25°C, 10 seconds is enough) closes it and adds measurable shine. Measurable, not magical — don't suffer icy showers.
How often to wash, really
Oily: every 1–2 days with a gentle shampoo. Balanced: 2–3 times/week. Dry, curly, or damaged: once a week, with co-wash in between. Frequency trains your sebaceous glands — they adjust in 3–4 weeks.
Heat styling — the 185°C line
Above 185°C, keratin starts to denature irreversibly. Most salon irons run 210°C+ as default. Drop to 170°C with a thermo-protector and the damage per use drops by ~60%.
Circular bald patches
Smooth, coin-shaped bald spots without redness or scaling are alopecia areata — an autoimmune reaction. No shampoo can help. See a dermatologist; early steroid treatment reverses most cases.
Pain, pus, or bleeding on the scalp
Folliculitis (bacterial or fungal) can scar follicles permanently if ignored. If touching your scalp hurts, if you see yellow crusts, or if sores don't close — doctor first, products after.
Sudden mass shedding
Handfuls in days, rather than weeks — especially if paired with fatigue, weight change, or hot/cold intolerance — often means thyroid, ferritin, or B12. A blood panel answers it in 48 hours.
Nothing matches your search. Try a broader keyword or reset the filter.
Act V · The proof
Why we can promise what we promise
Italian trichology since 1967, 85% natural-origin formulas, every ritual clinically tested. Here's what that looks like on real heads.
77% hair-loss reduction at 90 days
Lotion Concentrée Intensive · 48 subjects
Lotion Concentrée Intensive · 48 subjects
94% disulphide bond reconnection
Beta Refibre Microemulsion · in-vitro
Beta Refibre Microemulsion · in-vitro
100% itch reduction at 28 days
Velour Soothing · 30 sensitive subjects
Velour Soothing · 30 sensitive subjects
−25% seborrhoea markers at 28 days
Oxygen Detox · clinical trial
Oxygen Detox · clinical trial
Six decades of Italian trichology
- 1967Medavita is founded in Cinisello Balsamo, Italy, as a pharmaceutical-grade hair laboratory.
- 1982The first Lotion Concentrée is patented — topical trichology actives delivered to the follicle.
- 2005ISO 22716 cosmetic GMP certification. Every batch dermatologically and microbiologically controlled.
- 201785% natural-origin formulas become standard across the range. Silicone- and paraben-free lines launch.
- 2022Beta Refibre releases with the first peptide-based bond repair technology from Italy.
- 2025BeautyZone becomes the certified Medavita partner in Austria and the EU — bringing salon trichology home.
The 12-week transformation
We photograph every client's progress at weeks 0, 4, 8 and 12. Upload your own on day 1, and we'll review results with you on day 90. Real faces, dated and named — no stock imagery.
Week 0 · baseline
Day 1 · dense photography by our salon team at your first visit or via guided self-photo.
Week 4
First measurable result: scalp calms, shedding stabilises, fewer broken ends on the towel.
Week 8
Density visible. New anagen hairs show at the parting. Colour stays saturated.
Week 12
Full cycle. We review, adjust, and document. If the promise didn't land, we adjust the ritual free of charge.
ISO 22716Cosmetic GMP
Dermatologically testedExternal clinical labs
85% natural originCore range, silicone-free
Cruelty-freeEU regulation compliant
Vegan-friendlyMost Medavita ranges
Made in ItalyCinisello Balsamo, Milan
The 30-day adjustment promise
Follow the ritual for 30 days. If the result isn't there, our trichologists review your protocol and swap a product — at no cost. We'd rather adjust the ritual than lose the client.
Ready to meet your scalp?
Start with the 90-second self-check, or explore the full ritual comparison.
No email required · 30-day adjustment guarantee · EU delivery from €25