Can a Gummy Bear Really Help My Hair?

Beauty boon or bogus? The truth behind Instagram hit SugarBearHair

From Kim to Kylie to Khloe, it feels like the entire Kardashian clan is popping neon gummies in the name of long, glossy locks—and posting gape-mouthed Instagram selfies of their daily intake. SugarBearHair vitamins claim to be the “the sweeter way to healthy hair,” where chewing two berry-flavoured vitamins a day promises a mane that’s longer, healthier and less prone to breakage. Key ingredients include vitamins B-5, B-6, C, folic acid and biotin, all known to improve hair growth and health. But can these chewy candies really be the key to celeb-like strands?

Naturopathic doctor Daniel Watters from the Rosedale Wellness Centre in Toronto warns that labels can be deceiving. “While it’s true that biotin can help with hair growth—a deficiency in this vitamin has been linked to hair loss—the formation and quantity of the other vitamins in these gummies are either too difficult for the body to absorb or too small to make any difference,” he explains. The brand is undoubtedly paying for the celeb endorsement (hence all the love from reality stars), but the Kardashians’ banks accounts are obvs full enough—so maybe they really do notice, or at least, perceive, a difference. Watters’ hair-helping reco? “You’re better off taking a decent prenatal vitamin with extra biotin or eating bone broth.”

Click through for all of the Insta love from the little blue bears’ famous fans.

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