The bio-cosmetics startup MODAMODA Inc. recently launched global sales of a “functional pro-change black shampoo”, which was jointly developed with Professor Haeshin Lee from the Department of Chemistry. The product of a seven-year research collaboration, it was first released on the crowdfunding platform Kickstarter on June 22 and reached 1,000% of its goal in 9 days — the highest in its category. This shampoo, with the brand name MODA MODA, is unique in its use of effective, all-natural ingredients. 

Many people use hair dyes to darken greying hair. This results in an immediate but harmful color change, as most commercial dyes use chemicals that can damage the hair. MODA MODA uses patented ingredients designed to naturally darken hair, including extracts from black mulberry, black cumin seed, and black cherries. Because of this, the company claims that the shampoo not only darkens hair effectively but also protects and nourishes the hair and scalp. 

MODA MODA’s technology is based on the natural browning reaction found in the oxidation of fruits and the self-healing of insects. The shampoo contains polyphenols, which are natural antioxidants that are converted to melanin when exposed to sunlight and oxygen. Because of this, the shampoo is not a conventional hair dye — it gradually develops a dark brown color in about two to four weeks when used daily, with the degree and speed of color change depending on an individual’s hair type. 

In the development of this shampoo, Professor Lee was inspired by an unlikely species: mussels. A Science paper detailing the role of polyphenolic substances in the adhesion of mussels to rocks marked the first instance that polyphenols were identified in natural reactions outside its typical role as an antioxidant for cancer prevention. Professor Lee then explored the potential of polyphenols further, later discovering that it can also coat hair and facilitate gradual browning. 

MODA MODA is now available on Amazon and in Korean department stores and supermarkets.