Collection: Moev

Annurca apple (Malus pumila Miller cv Annurca) is a heritage Italian apple variety naturally rich in procyanidin B2 — a flavonoid compound studied in clinical trials for its effects on hair growth. Studies have shown that procyanidin B2 from Annurca apple can support keratin production in hair, extend the anagen (growth) phase, and visibly improve hair thickness, density and quality. Moev's Annurcatin line delivers this clinically-studied active across shampoo, water treatment and hair oil — making it a holistic approach to scalp-first haircare.

The Moev Annurcatin line uses procyanidin B2 (from Annurca apple) — a different mechanism from caffeine (which counteracts DHT) or minoxidil (a vasodilator). Procyanidin B2 works by directly supporting keratin production and prolonging the hair growth cycle. The line is suitable for users wanting a natural, plant-derived approach to hair thinning, and can be used alongside other actives like caffeine (different mechanism, complementary). Consistent use for 3 months for visible improvement in hair density and reduced shedding.

Typical routine: Annurcatin Shampoo as the cleansing step 2–3 times per week, massaging into the scalp for 1–2 minutes before rinsing. Annurcatin Water Treatment as a leave-in step after towel-drying, spritzed onto the scalp and mid-lengths. Annurcatin Hair Oil Essence as the finishing step, applied to mid-lengths and ends to add shine, smooth flyaways and protect from heat styling. Use the full routine 2–3 times per week for best results. Visible improvements in hair quality typically appear after 8–12 weeks of consistent use.

Realistic expectations: Moev Annurcatin can support hair density, reduce shedding and improve overall hair quality in users with mild-to-moderate thinning or post-pregnancy hair loss. For severe androgenetic alopecia, medical-pattern baldness, or significant hair loss, topical products alone are unlikely to be sufficient — combine with medical treatment from a dermatologist or trichologist (oral or topical minoxidil, finasteride, PRP injections, or hair transplant evaluation). Moev works best as a supportive daily care product alongside medical treatment.

Yes — the Annurcatin line is formulated to be gentle enough for daily use on coloured, chemically-treated, relaxed or heat-damaged hair. The shampoo uses gentle surfactants that don't strip colour, the leave-in water treatment supports hair shaft repair, and the hair oil essence protects against further damage from styling tools. The line is suitable for all hair types and textures, with particular benefits for users dealing with hair thinning, breakage, or scalp issues alongside chemical treatments.