Simfle-Stick Co., Ltd.
Dr. 2SF Science Shampoo
This shampoo pioneers the concept of cystine bond repair based on a patented protein bond ingredient extracted from Japanese natto, or fermented soybeans. Simfle-Stick arrived at the ingredient when researching a bio bond that would instantly repair skin wounds, discovering via this process that damaged hair could also be restored. Utilizing poly-gamma-glutamic acid (γ-PGA) extracted from fermented soybeans, the formula instantly restores broken cystine bonds within the hair, regenerates split and broken strands, and visibly thickens the hair after just one use. Having tested the product in 12 human clinical trials, the shampoo has been proven to reduce hair fall, increase hair volume, maintain hair volume for 48 hours, improve scalp flakiness and oiliness, enhance hair tensile strength and protein bonding, and deliver e^ects lasting up to 150 hours. It also improves hair shine, repairs hair damaged by perming and coloring, prolongs curl retention in permed hair, thickens hair strands, and reduces split ends. Simfle-Stick was selected by L’Oréal in 2024 as one of South Korea’s most innovative startups through L’Oréal’s North Asia BIG BANG Beauty Tech Innovation Program.
Booth Number: 11150 Section: Hair Care
This product is a finalist in the category Hair Products of Cosmoprof North America 2025
Product Headline
This shampoo pioneers the concept of cystine bond repair based on a patented protein bond ingredient extracted from Japanese natto, or fermented soybeans. Simfle-Stick arrived at the ingredient when researching a bio bond that would instantly repair skin wounds, discovering via this process that damaged hair could also be restored. Utilizing poly-gamma-glutamic acid (γ-PGA) extracted from fermented soybeans, the formula instantly restores broken cystine bonds within the hair, regenerates split and broken strands, and visibly thickens the hair after just one use. Having tested the product in 12 human clinical trials, the shampoo has been proven to reduce hair fall, increase hair volume, maintain hair volume for 48 hours, improve scalp flakiness and oiliness, enhance hair tensile strength and protein bonding, and deliver e^ects lasting up to 150 hours. It also improves hair shine, repairs hair damaged by perming and coloring, prolongs curl retention in permed hair, thickens hair strands, and reduces split ends. Simfle-Stick was selected by L’Oréal in 2024 as one of South Korea’s most innovative startups through L’Oréal’s North Asia BIG BANG Beauty Tech Innovation Program.
Product Description
Simfle Stick has developed the world’s first shampoo that instantly repairs split ends in just one use by utilizing a patented protein bond ingredient extracted from Japanese natto. The product is named “Dr. 2SF Science Shampoo,” with the name representing its core technology: 2 for the dual structure, S for sulfur, and F for fusion—symbolizing the restoration of the hair’s most essential cystine bonds. Simfle Stick was selected by L’Oréal in 2024 as one of the most innovative companies through its “Big Bang” program and has received multiple awards in Korea for its outstanding achievements.
Claims & Benefits
With just one use, the shampoo has been proven to reduce hair fall, increase hair volume, maintain hair volume for 48 hours, improve scalp flakiness and oiliness, enhance hair tensile strength and protein bonding, deliver effects lasting up to 150 hours, improve hair shine, repair heat-damaged hair from perming and coloring, prolong curl retention in permed hair, thicken hair strands, and reduce split ends.
Technical Details
Full Ingredients / INCI List: Water, Sodium Laureth Sulfate, Cocamidopropyl Betaine,Sodium Lauryl Sulfate, Glycerin, Acrylates Copolymer, Sodium Chloride, Sodium Polystyrene Sulfonate,Fragrance, Sodium Hydroxide, Malt Extract,Salicylic Acid, Dexpanthenol, Citric Acid, Dimethiconol, Phenoxyethanol, Niacinamide, Decylene Glycol,Butylene Glycol,Hydrolyzed Collagen,Styrene/Acrylates Copolymer, Sodium Polyacrylate,Laurylpyridinium ,TEA-Dodecylbenzenesulfonate, Linalool, Polyquaternium-51,Horse Fat, Coco-Glucoside, Citronellol, Coumarin,Cellulos, Laureth-23, Geraniol, PCA Ethyl Cocoyl Arginate, Polyglutamic Acid, Iodopropynyl Butylcarbamate
Texture Information: Brown cream-type formulation
Packaging Material and Functional Features: 250g PE tube
Design Originality: The design visualizes the gradual thickening of hair strands and uses a vivid orange color to represent disulfide bonds, enhancing visual clarity and impact.
Sustainability in Components and Production Process: Manufactured in our own in-house R&D and production facilities
Prototype or Market Launch Status: Officially launched in March 2025
Launch date (mm/dd/yy)
Launch Date: March 25, 2025 / Product Availability: The product will be available at the booth.
Price List, Target Consumer & Market Segments
Product Price: USD 17
Target Consumers:
Consumers seeking to improve the thickness of hair that has become thinner and weaker due to hair aging.
Consumers looking for hair regeneration after continuous hair styling damage.
Market Segment:
Consumers who continuously seek premium hair care for improving damaged hair.
Salon professionals and wellness-conscious consumers.
Website and Social Channel/s
www.2sf.kr
What sets your product apart and why is it innovative and special?
During the process of researching a biobond that instantly repairs skin wounds caused by sharp instruments such as knives, we discovered through experimentation that damaged hair could also be restored. This led to the development of our product. Utilizing Poly-gamma-glutamic acid (γ-PGA) extracted from fermented soybeans (natto), a patented ingredient, we created the world’s first cystine bond-repair shampoo. This innovative formula instantly restores broken cystine bonds within the hair, regenerates split and broken strands, and visibly thickens the hair after just one use.
Unlike traditional hair care routines that require complex and time-consuming treatments, this shampoo enables easy and effective damaged hair care in a single step. It will be positioned as a groundbreaking solution in the damaged hair care market.
How do you promote your product on multiple channels?
The product’s excellence will be promoted through experiential marketing on platforms such as Facebook, Instagram, YouTube, and various influencers. In Korea, it is expected to gain wide recognition through TV home shopping channels and online platforms. Additionally, it will be introduced and sold at dermatology clinics that specialize in hair loss treatment.
Certifications & Patents
1. Clinical study report demonstrating 12 proven benefits through human trials
2. Certificate of cystine bond analysis issued by a nationally accredited testing institution
3. Hair loss functional cosmetic (approved functional cosmetic for hair loss treatment)
How does your product meet the evaluation criteria of its category?
Dr. 2SF Science Shampoo aligns well with the evaluation criteria, including innovation, marketability, ingredients and formulation, user experience, creativity, product efficacy and benefits, as well as brand promotion and relationship-building capabilities.
This is the first-ever product that provides visible hair damage repair after just a single use, offering a user experience that has not been seen in the haircare market before. It is also the only product proven to restore protein bonds using an ingredient extracted from naturally fermented natto, a patented and innovative material.
Its uniqueness and creativity are further validated by 12 completed human clinical studies demonstrating the shampoo’s effectiveness. Developed by Simfle Stick, a company that has built collaborative relationships with global leaders such as L’Oréal and LVMH, Dr. 2SF Science Shampoo will be well-positioned for global branding and strategic partnerships.
What is you brand commitment to sustainability, ethical practices, and social responsibility? Please describe.
We do not conduct animal testing. By not using microplastics, we contribute to protecting the Earth’s environment. We are actively preparing efforts to choose recyclable packaging materials.
Dr. 2SF operates under a brand philosophy that prioritizes the preservation of two major environmental pollution sources, with a focus on ensuring the safety of the oceans as the ultimate safeguard.
The primary environmental pollution sources include: 1. Industrial waste, 2. Fossil fuels, 3. Agricultural waste, 4. Pollution from transportation, 5. Urbanization and population growth, and 6. Nuclear power plant accidents and waste. However, the pollution of oceans by microplastics is particularly severe. Dr. 2SF is committed to protecting the ocean environment by prohibiting the use of microplastics.
Market positioning & distribution countries
• Distribution Channels (Brand Positioning): Online (Amazon), Drugstores (Sephora), Home Shopping
• Countries Currently Distributing: South Korea
• Desired Future Distribution Countries: United States, Japan, Europe
Timeline
April 7, 2025
Platform Opening
June 2, 2025
Entries closing
June 24, 2025
Finalists Announcement
July 3, 2025
Deadline for Receiving Products
July 15, 2025
Awards Ceremony
Winners Announcement