Protocol 01 — Hair

Optimize at 28.
Not at 40.

A three-step scalp and hair protocol. Every active is named, dosed, and printed on the bottle. Arrives every 90 days.

  • 14 named actives
  • No prescription to start
  • 90-day return window
Contents
3 formulations, 2 instruments
First shipment
$186.00$74.40
Full active percentages published
Formulated in Basel
Fragrance-free base
Refill cartridges, not new bottles
Ships to 34 countries
Skip or cancel in two clicks
Enrollment closes in 00d 00h 00m

Protocol 01

First shipment at 60% off. Every shipment after is $62, sent every 90 days.

3 formulationsWash, serum, overnight oil $132$52.80
1 reservoir bottleAnodized aluminium, refillable $38Included
1 scalp applicatorBoar bristle, beech handle $16Included
First shipment $186.00$74.40
  • 90 days to return it, opened or not
  • Skip, delay, or cancel without contacting anyone
  • No prescription, no consultation call

Then $62 every 90 days · Cancel any time

Membership

What the subscription actually removes

01

Decisions

One protocol, sequenced. Nothing to compare, nothing to research, no aisle.

02

Refill pricing

Every cartridge after the first ships 18% below retail, permanently.

03

Reformulations

When a formula improves, members receive the new version at no charge.

04

Protocol 02 access

Members are enrolled in the skin protocol before it reaches the store.

Percentages, not adjectives

Every active and its concentration is printed on the bottle and published on the product page.

Built for daily use

Textures and scent load are designed to survive a 6am routine, not a weekend ritual.

Refill, don't rebuy

The bottle and applicator are bought once. After that you are only paying for formulation.

Method

Four minutes, three steps

Written as instructions, because that is what it is. Steps 01 and 02 are daily. Step 03 is twice weekly.

01 / WASH

Foundation Wash

Apply to wet scalp, not hair. Work in with fingertips for 60 seconds, then rinse. Daily.

60 seconds · every morning

02 / TREAT

Density Serum

Towel-dry until damp. Apply 1ml along the part line and crown. Do not rinse. Daily.

1ml · every morning

03 / CONDITION

Overnight Scalp Oil

Apply to a dry scalp before sleep. Distribute with the applicator. Wash out the next morning.

2ml · twice weekly

Formulations

Every active, named and dosed

Concentrations below are the actual formula percentages, not a proprietary blend. Full INCI lists sit on each product page.

01 / SH—FW

Foundation Wash

A low-surfactant cleanser that clears sebum and product without stripping the barrier. Fragrance-free.

02 / SH—DS

Density Serum

A water-light leave-in serum. Absorbs in under 30 seconds and leaves no residue under a hat or helmet.

03 / SH—OS

Overnight Scalp Oil

A dry-finish oil for twice-weekly use. Formulated to wash out completely in one pass, without weighing hair down.

Members

4,120 men on Protocol 01

Rated 4.7 from 863 verified reviews. We publish the one- and two-star reviews alongside the rest.

“I wanted the percentages. Nobody else prints them. That was the whole decision for me.”
Dev Raichura
Canary Wharf · 7 months
“Four minutes in the morning. It sits next to the toothbrush and I stopped thinking about it, which was the point.”
Marcus Oyelaran
Tribeca · 11 months
“The oil is better than the serum. I would buy step 03 on its own if they let me.”
Yuji Nakashima
Sheung Wan · 5 months
“Bought it because a colleague left one on his desk and I asked what it was. No branding on the front at all.”
Elliot Bergsson
Nob Hill · 9 months
“I travel two weeks a month. The refill cartridges fit the cabin liquids rule, which sounds trivial and isn't.”
Rahul Menon
Tanjong Pagar · 4 months
Position

Where we sit

Telehealth solved access. It did not solve formulation transparency, daily-use texture, or anything you would leave out on a shelf.

Feature SHUAIHimsRoKeeps
Active percentages published Yes No No No
Sequenced protocol, not single SKUs Yes No No Yes
No consultation to start Yes No No No
Refillable, non-disposable vessel Yes No No No
Designed to sit out on a shelf Yes No No No
Free reformulation upgrades Yes No No No
MonocleGQBusiness of FashionEsquireHighsnobietyFinancial Times
The thesis

The compounding starts before you notice anything.

Most men begin looking for a solution at the point where the problem is already visible. That is the most expensive possible moment to start, and the one with the least leverage.

SHUAI exists for the decade before that. We formulate for scalp condition, barrier integrity, and follicular environment — the inputs, not the symptom. We publish every percentage because the alternative is asking you to take our word for it, and you shouldn't.

Protocol 01 is hair. Skin and body follow when the formulations earn their place. We would rather ship three things properly than eleven things quickly.

Founded 2026 · New York and London

Questions

Answered plainly

If the answer isn't here, write to us. A person replies, usually within a day.

protocol@shuai.co