How to Increase Hair Density What the science actually says

More hair, less shedding, visibly denser roots. We’re not asking for much. Here’s the science behind why your hair loses density and the Dove technology designed to combat it. 

Sadly, you can’t grow new follicles, but you can impact how they function. What does this mean? It means with the right interventions you can improve hair anchorage (how long each hair remains secured to your scalp), how well it grows, and the strength of each strand. This is everything you need to know to get denser hair:

27 August '26
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5
min read

Why hair loses density  

Most women will experience some degree of hair thinning during their lifetime. This can happen when the hair growth phase becomes shorter, causing hairs to shed sooner; when the attachment between the hair fibre and follicle becomes weaker, increasing daily hair loss; or when hair follicles gradually produce finer, thinner strands over time. Often, a combination of these factors is involved. Stress, hormonal changes, ageing, diet, and scalp health can all influence these processes. In addition, repeated bleaching, heat styling, and UV exposure can weaken the hair fibre itself, increasing breakage and making hair appear thinner, less dense and more fragile. “There isn't one cause of thinning or one cause of shedding,” says Katherine Frizoni, Beauty & Wellbeing R&D Lead, Unilever.

“To better understand what's driving thinning and shedding, we need to look at where disruption is occurring within the hair cycle. This helps build a clearer picture of why hair may be becoming thinner, weaker or more prone to shedding, and what steps may help support healthier-looking, fuller hair. It's this understanding of the different pathways involved in hair thinning and shedding that has informed the development of the new Dove Scalp + Hair Therapy Density & Growth collection.”  

“To better understand what's driving thinning and shedding, we need to look at where disruption is occurring within the hair cycle. This helps build a clearer picture of why hair may be becoming thinner, weaker or more prone to shedding, and what steps may help support healthier-looking, fuller hair. It's this understanding of the different pathways involved in hair thinning and shedding that has informed the development of the new Dove Scalp + Hair Therapy Density & Growth collection.”  

The science of thicker, fuller hair

Not all hair fall is caused by follicles halting growth, in fact it’s often the result of a weakening bond between the strand of hair and the follicle it is growing from. “Research has identified an enzyme involved in the natural process by which hairs are released from the follicle,” explains Frizoni. “As part of the normal hair cycle, this process helps hairs detach from the follicle and shed. By helping to reduce the activity of this enzyme, it is possible to reinforce the fibre-to-follicle bond, helping hair stay anchored for longer and reducing shedding that can contribute to the appearance of thinning.”

Proprietary technology with Zinc and Amino Peptides in Dove Scalp & Hair Therapy helps reduce the activity of this enzyme, reinforcing the fibre-to-follicle bond at the root so hair stays anchored for longer. In clinical testing, using the full Density & Growth system resulted in up to 10,000 more hairs in just 12 weeks.*

Meanwhile, further research from the Dove R&D labs discovered that damaged hair contains lower levels of Glutamic Acid, an amino acid associated with hair fibre resilience. Dove Scalp + Hair Therapy Density & Growth Mask, Dove's repair technology helps reinforce internal damaged proteins, helping to repair hair damaged by heat styling, colouring, and environmental stress.

How to use the Dove Scalp + Hair Therapy Density & Growth collection

Just like looking after your facial and body skin, routine is important when it comes to hair and scalp care.   

  • 1

    Shampoo

    Cleanse scalp and hair with Dove Scalp + Hair Therapy Density & Growth Shampoo each time you wash your hair. Apply it to a wet scalp and hair, massage in with your fingertips, and then rinse.  

  • 2

    Conditioner

    Rinse and follow with Scalp + Hair Therapy Density & Growth Conditioner. Concentrate application on the lengths and ends where the hair is older and likely more damaged, gently comb through with your fingertips, and rinse. 

  • 3

    Mask

    Once a week treat hair to Scalp + Hair Therapy Density & Growth 10-in-1 Strengthening Mask for up to 99% less hair fall**. It visibly repairs, deeply moisturises, and smooths the hair’s cuticle for a frizz-free finish.

  • 4

    Serum

    Support existing hair growth with Scalp + Hair Therapy Density & Growth 3-in-1 Scalp Serum at least three times a week. It delivers Zinc and Amino Peptides, plus Biotin, to help repair your scalp’s protective moisture barrier. Divide your hair into sections and use the pipette to apply the serum directly onto your scalp. Massage in the excess and style as normal.   

  • 5

    Spray

    Before styling, mist Scalp + Hair Therapy Density & Growth Root Lift Spray at your roots. It instantly plumps and lifts without weighing hair down. With our Zinc and Amino Complex, plus Biotin, it fortifies hair at the root for visible fullness and touchable, weightless volume.   

You can't create new hair follicles, but you can influence how well your existing ones perform. The right routine, products, and ingredients can help reduce premature shedding and support fuller, denser-looking hair. Dove Scalp + Hair Therapy Density & Growth Collection uses proprietary technology with Zinc and Amino Peptides to help strengthen the fibre-to-follicle bond, helping hair stay anchored at the root for longer.  

Our Zinc and Amino Peptides complex helps reduce the activity of an enzyme involved in the natural process by which hairs are released from the follicle. By reinforcing the fibre-tofollicle bond, hair stays anchored at the root for longer, helping to reduce shedding.  

Like all good routines, consistency and commitment are key. Clinical testing was conducted over 12 weeks of full system use with most people noticing visible improvement in shedding and thickness in that time. 

Refs:

* Cosmetic product to help reduce hair fall due to breakage, does not reverse baldness or treatment medical conditions. Based on a 12- week clinical study, 57 participants.
** Full system use. Breakage versus non-conditioning shampoo.   

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