Oral VDPHL01 Phase 2/3 data leads the week; UK serum buzz continues

Analysis

The week's dominant story is pharmaceutical. Veradermics' oral version of a hair loss drug succeeded in a pivotal study ^[1], with topline Phase 2/3 results for VDPHL01 — an extended-release oral minoxidil — reported as delivering rapid, robust hair growth in male pattern hair loss ^[2][3]. Coverage framed the readout as a potential milestone, citing early and rapid growth in the topline data ^[4], and one analysis reported that the investigational oral pill outperformed minoxidil and finasteride in the Phase 2/3 study, in commentary from Michael Gold, MD ^[5]. For UK retail and clinic teams, the context to watch is timing of response: a review summarised by Medscape suggests hair growth with low-dose oral minoxidil may peak after around six months ^[6], a useful counterweight to expectation-setting conversations at the counter and in consultation.

On the consumer side, topical growth products remain the entry point for most shoppers. ELLE UK examined whether Champo's viral Pitta hair growth serum really works ^[7], while Allure's round-up positioned hair growth serums as a way to make hair loss more manageable rather than a cure ^[8]. Editorial interest in women's hair loss also grew, with coverage arguing the condition is more complicated than previously thought and setting out what actually helps ^[9].

Everyday scalp health continues to anchor the category: Glamour UK published expert guidance on getting rid of dandruff and soothing the scalp ^[10], a reminder that flaking and irritation still drive more UK basket spend than growth claims.