A serial entrepreneur who previously sold a biotech startup for $76 million is returning to the beauty space with a science-driven hair care line. Dr. Evan Zhao, founder of Revela — acquired by Oddity in 2023 — has launched Re:You, a brand targeting women experiencing visible hair thinning and changes in vitality. The debut, set for Wednesday, arrives with three products developed through the screening of 20 million compounds. Main Developments Re:You launches with three stock-keeping units: the Dual-Path Hair Revival Serum priced at $141, along with the Dual-Path Brow Serum and Dual-Path Lash Serum, each retailing for $128. The products are available for purchase on the brand’s direct-to-consumer website, with the lash serum also listed on TikTok Shop. Read also: How Levi's and Sky High Farm Are Redesigning Denim for a Cause The formulations are powered by Novogro, a technology designed to simultaneously target multiple biological pathways that influence hair health and vitality. A 150-person clinical trial reported that 90 percent of users experienced a decrease in hair loss in the shower after three months, while 86 percent saw new growth in areas where the serum was applied during the same period. Background Zhao previously founded Revela, a biotechnology platform launched in 2021 that uses artificial intelligence to discover new molecules for consumer wellness applications. Oddity acquired Revela in 2023 for $76 million. For Re:You, Zhao’s cofounders include Deeba Daneshmayeh, Yvonne Yao, and Lan Tang, while Dr. David Zhang serves as chief science officer — the same role he held at Revela. The company invested $5 million into research and development for the product line, a sum Zhao described as expensive and risky but justified by positive clinical results. "We have seen a lot of biotechnology-based products that are not actually innovations. They're just rebranding of plant-based materials," Zhao said in an interview. "We put $5 million into research and development of this product. It was very expensive and was a big risk, but we saw really positive results from it, and that's why we decided to launch the product." Why It Matters The hair growth market, excluding over-the-counter offerings, grew 9.8 percent in the U.S. over the past 12 months, reaching $896.6 million according to NIQ data. Re:You enters a competitive segment where consumers are increasingly skeptical of products that claim biotech innovation without genuine molecular discovery. Zhao’s track record — including a prior pet care brand and $11 million in research funding from investors such as Mars and Maveron — suggests a methodical approach to building science-backed consumer brands. What's Next Zhao plans to launch a new brand every few years, backed by the same research funding pool. The immediate focus for Re:You is direct-to-consumer sales and TikTok Shop distribution for its lash serum. Clinical data from the ongoing trial may shape future marketing claims and product expansions, though no specific timeline for additional stock-keeping units has been disclosed.