The science
Why most hair supplements don't work, and what we did differently.
Hair supplements usually fall short for three reasons: what's in them, how they're made, and how long women take them. Here's how we approached each one, from the follicle to the lab, with every ingredient and amount on this page.
The problem
Three reasons hair supplements disappoint
Sugar and filler
Many hair gummies are mostly sugar, and many capsules are bulked out with rice hulls. Firmora: no gummies, no sugar, no rice-hull fillers.
Heat-damaged botanicals
Conventional hot extraction can break down heat-sensitive plant compounds. Firmora: our botanicals are ultrasonically extracted at low temperature.
Stopping too soon
Hair grows in cycles that take months, and most women quit before one finishes. Firmora: built around a 90-day protocol.
At the root
How Firmora supports your follicles
Shedding and thinning start below the surface, in the follicle: the tiny structure in your scalp that builds every hair. Here's where each part of the formula comes in.
- 1The hair shaft
Built from keratin
Each hair is made almost entirely of keratin, a protein built from amino acids. Firmora provides L-cysteine, a building block of keratin, alongside L-lysine.
- 2The follicle
Under stress and hormone shifts
Stress, perimenopause and pregnancy can push follicles out of their growth phase early. Firmora includes ashwagandha, an adaptogen traditionally used to help the body handle stress, and saw palmetto, traditionally used in hair formulas.
- 3The hair bulb
Where new hair is made
Its cells are among the fastest-dividing in your body, so they need a steady supply of nutrients. Biotin, zinc and selenium contribute to the maintenance of normal hair.
- 4The blood supply
Feeding the follicle
Tiny blood vessels deliver oxygen and nutrients to the bulb. Vitamin B12 contributes to normal red blood cell formation, and vitamins B6 and D3 support normal cell function.
Illustration for explanation. Firmora is a dietary supplement and is not intended to diagnose, treat, cure or prevent any disease.
How it's made
What "ultrasonically extracted" means
Every botanical in Firmora is ultrasonically extracted, a technique used in food and botanical science labs. Here's what that means, and why it matters for your hair.
How it works
A titanium probe vibrates tens of thousands of times a second inside the extraction liquid. Those vibrations are sound waves, far above the range you can hear. They create millions of microscopic bubbles that form and collapse against the plant material, breaking open its cell walls so the compounds inside are released.
Why it works better
Many supplements on the market simply grind herbs into a powder and put it in a capsule. The useful compounds stay locked inside tough plant cell walls, which your body struggles to break down, so much of what's on the label can pass straight through you. Heat-based extraction gets some of them out, but high heat can damage the delicate ones. Ultrasonic extraction opens the cells at low temperature, so the compounds are already released before they reach your capsule.
Why it matters for your hair
The botanicals that support your follicles, like ashwagandha and saw palmetto, only help if their compounds survive extraction. Gentler, low-heat extraction is how we protect them, then pair them with biotin, zinc and selenium, which contribute to the maintenance of normal hair. In our test group, 93% of women reported less shedding within 3 months.*
*Self-reported results from Firmora's test group of 100 women. Not a clinical trial. Individual results vary. Photos are illustrative.
Why 90 days
How the hair cycle works
Understanding the cycle explains why shedding seems to come out of nowhere, and why anything honest takes months.
↻ The cycle repeats
- Growth phase
Most hairs are growing
At any time, most of the hair on your head is in its growth phase, which lasts for years.
- The trigger
Hormones and stress shift the balance
Perimenopause, pregnancy and stress can push more hairs into the resting phase at once.
- 2 to 3 months later
That's when you see shedding
Resting hairs usually fall out a couple of months after the trigger, long after you've forgotten it.
- The answer
Consistency over a full cycle
Supporting hair from the inside works on the hair you're growing now. Give it at least 90 days.
Our test group
What 100 women reported
Before launch, 100 women took Firmora daily and reported on shedding, new growth and texture.
reported less shedding within 3 months*
reported visible new growth by month six*
reported better texture and strength*
*Self-reported results from Firmora's test group of 100 women. Not a clinical trial. Individual results vary.
From verified buyers
In their words
“I have tried a plethora of hair supplements since I started experiencing shedding and hair thinning after my 4th child, but to no avail. I have been on Firmora for only one month and I'm already seeing little baby hairs filling in on my temples and my hairline!”Anna P. · Verified buyer
“So far it's been good, I can see a difference in texture and general health. I will know more after I have been taking it for longer.”Elizabeth H. · Verified buyer
Real reviews from verified Firmora buyers. Individual results vary.
Full transparency
Every ingredient. Every amount.
Here's exactly what's in two capsules, straight from our label.
| Amount per serving | % Daily Value | |
|---|---|---|
| Vitamin A as beta-carotene | 1,500 mcg RAE | 167% |
| Vitamin C as ascorbic acid | 40 mg | 44% |
| Vitamin D3 as cholecalciferol, from algae | 62.5 mcg | 313% |
| Vitamin E as d-alpha tocopherol | 3.5 mg | 23% |
| Vitamin B6 as pyridoxine HCl | 3 mg | 176% |
| Biotin | 3,000 mcg | 10,000% |
| Vitamin B12 as methylcobalamin | 120 mcg | 5,000% |
| Iodine | 225 mcg | 150% |
| Zinc as zinc amino acid chelate | 25 mg | 227% |
| Selenium as selenium amino acid chelate | 200 mcg | 364% |
| Chlorella | 905 mg | † |
| Organic extract blend Brahmi, turmeric, ashwagandha, saw palmetto berry, hibiscus flower, nettle leaf, fenugreek seed, eleuthero, kelp, maitake, shiitake. Ultrasonically extracted. | 48 mg | † |
| Amino acid blend L-lysine, L-cysteine | 37 mg | † |
† Daily Value not established. Other ingredients: vegan capsule (hydroxypropyl methylcellulose), purified water.
Tested, not just trusted
Independently tested for heavy metals
Botanicals and sea vegetables can pick up heavy metals from soil and water. We send Firmora to Nordic Analytical Laboratories, an accredited independent lab, to check.
- Arsenic: passed
- Cadmium: passed
- Mercury: passed, not detected
- Lead: passed
Batch 25021005, tested February 2025 against the lab's limits. Full report available on request.
Tried Nutrafol?
How Firmora compares
| Firmora | Nutrafol Women | Typical hair gummies | |
|---|---|---|---|
| 3 months on subscription | $199 | $224 | Varies |
| Capsules a day | 2 | 4 | 2–3 gummies |
| Vegan | ✓ | — | Varies |
| No added sugar | ✓ | ✓ | — |
| Ultrasonically extracted botanicals | ✓ | — | — |
Nutrafol prices and serving size from nutrafol.com, checked October 2026. Nutrafol is a trademark of its owner. Gummy details vary by brand.
Ready to start?
Give it a full hair cycle
Most women need about 90 days to see a difference, so the 90-Day Protocol is the plan we recommend. Not sure? Take the 60-second quiz.
One bottle
30-day supply, one-time purchase
- Free shipping
- 30-day returns on unopened bottles
- A good way to start; most women need 90 days to judge results
90-Day Protocol
3 bottles delivered every 90 days
- A full hair cycle’s worth, the time it takes to see a difference
- Better price than monthly
- Free shipping, skip or cancel anytime
Monthly
1 bottle delivered every month
- Free shipping
- Skip, pause or cancel anytime
Best value
Annual Protocol
12 bottles in one shipment, paid once. $54.08 per bottle, final sale.
Subscriptions renew automatically. Skip, pause or cancel anytime from your account.
For the skeptics
Questions about the science
Has Firmora been in a clinical trial?
Not yet. Our results come from a test group of 100 women who took Firmora daily and reported their results. We share those numbers because they're real, and we always label them as self-reported.
What does "ultrasonically extracted" mean?
High-frequency sound waves, far above human hearing, create tiny bubbles in the extraction liquid that open plant cell walls. It releases plant compounds without the high heat of conventional extraction.
Why does it take 90 days?
Shedding usually shows up two to three months after its trigger, and new hair grows slowly. Supporting hair from the inside works on the hair you're growing now, so it takes at least one full cycle to judge.
Does Firmora affect lab tests?
Firmora contains 3,000 mcg of biotin. High-dose biotin can interfere with some lab tests, including thyroid and heart tests. Tell your doctor you take biotin before any blood work.
I have a thyroid condition. Can I take Firmora?
Firmora contains iodine, kelp and ashwagandha, which can affect thyroid function. Please talk to your doctor before starting.
Can I take Firmora while breastfeeding?
Please talk to your doctor before taking Firmora if you're breastfeeding. Firmora contains botanicals, including ashwagandha and kelp, that haven't been established as safe for nursing.
Can I see the lab report?
Yes. Contact us and we'll send the full heavy-metals report for the current batch.
Truth. Purity. Results.
Your hair, on your terms.
Start today, give it 90 days, and see what consistency can do.
*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease. Test group results are self-reported by 100 women; individual results vary. Pregnant or nursing, taking medication, or have a medical condition (including thyroid conditions)? Talk to your doctor before use.