The cause lies in DHT.
DHT is a metabolite naturally produced in our body.

LET’S TAKE A STEP BACK TO UNDERSTAND THIS BETTER:

The hair cycle is made up of 3 phases that repeat endlessly—anagen, catagen, and telogen. In simple terms, hair grows, then falls out because it’s old and needs to be replaced by new hair, and this cycle keeps repeating normally in all people.
These 3 phases are regulated by two hormones that are produced directly inside the follicle:
1) ESTRONE: to make the hair grow.
2) DHT: to make the old hair fall out.

SO IT’S NOT “BAD”:

DHT simply serves to make old hair fall out so it can be replaced by new hair.
However, if it is produced in excessive quantities—or especially, in most cases, if someone is genetically too susceptible to it—it becomes particularly harmful to the follicles. 
DHT is the cause of androgenetic alopecia (common baldness); this leads to follicular miniaturization and, subsequently, bulb atrophy, which definitively ends the hair growth cycle.
Miniaturization is a process in which the hair gradually becomes smaller and thinner—from the initial thinning to baldness—and not what you’ve always thought or what they’ve made you believe: hair that falls out and then doesn’t grow back.

DON’T WASTE TIME:

If the bulb becomes completely atrophied, it will no longer be possible to save it.
ACT AS SOON AS POSSIBLE.

We want to make it clear that the cause of baldness—DHT—was not discovered by us. It was discovered a few years ago. These are not our theories, but facts that have now been confirmed by medicine. The right question to ask is: “If the cause has been discovered, why are there still brands selling products that are completely useless?” Maybe because people are not informed, and the only thing certain companies care about is making money, nothing else…

THERE ARE ALSO MEDICATIONS:

Know that as of today, there are only two things that are approved by medicine and truly work against hair loss.

1) Drug based on 1mg finasteride, which acts on DHT, it has a rather high cost, but the real problem is not the price—the problem is the very serious side effects it can cause.
2) The second is a chemical compound called minoxidil, which acts externally by extending the anagen phase of the hair, it must be used together with 1mg finasteride, but this too can cause side effects.

THE SCIENCE OF TRICHOLOGY HASN’T STOPPED:

Once the cause of hair loss and the medications used to treat it were identified, researchers around the world kept studying to find something that worked without side effects.
The first natural alternative to finasteride, discovered years ago, is called saw palmetto (serenoa repens), unlike the drug, it does not have its side effects, but on its own it is often not strong enough (not to mention that many companies don’t tell you the correct concentration of active ingredient you should be taking from this plant to make it effective, selling dry extract without proper titration in active compounds).
You’ll also notice that, because it’s so well‑known, it’s often used as a marketing ingredient by misleading brands selling “miracle” products (check out the SOCIAL TRENCH page on this site to learn how to spot and avoid them).

SO YOU’RE WONDERING WHAT WE DO:

And this is where we come in. We developed this formula by conducting extensive research on global studies of plant‑derived active ingredients shown to have anti‑DHT effects.
This allowed us to create a composition that works and has no side effects—THE MOST COMPLETE NATURAL ANTI-DHT COMPLEX IN THE WORLD (based on our analyses and research, and we encourage you to verify it yourself).
We also succeeded in replacing the minoxidil lotion with a patented substance called kopyrrol®, a molecule very similar to minoxidil, but which in studies has shown better results and no side effects, it is present in our shampoo and our lotion, with absolutely visible and not hidden percentages (like no one else in the world).

Although our company was founded in Italy, all products for the American market are manufactured directly in the USA, supporting the communities we serve.

In the previous article on “WHY DO MEN LOSE HAIR?” we explained both what regulates the hair cycle (ESTRONE and DHT), and androgenetic alopecia, which is caused by DHT (read the previous sections to better understand this one).
However, this has been studied mainly—if not exclusively—in men.
If we assume that hair loss is caused by androgens (DHT), then androgenetic alopecia would only occur in areas sensitive to androgens, these receptors have been found only in the frontal and crown areas, which is why male androgenetic alopecia is limited to those regions.

IN WOMEN IT’S DIFFERENT:

1) In women, alopecia usually also spreads to areas that are not sensitive to androgens and can therefore also involve areas not affected by male androgenetic alopecia, in fact it does not follow an progression with a Norwood-style pattern , but a general thinning.
2) Follicular miniaturization is different, initially at least, there isn't a significant loss of follicle depth, it's more a matter of thickness: the hair shafts become thinner but remain long.
3) Women almost never go completely bald, usually it is hypotrichia (hypotrichia: this term means hair that becomes thin and sparse).
4) 5-alpha reductase inhibitors (anti-DHT) appear to be largely ineffective in women, at best, they have an almost negligible effect.

SO WHERE DOES THE PROBLEM COME FROM?:

Given these premises, we’ve explained that hair problems in women (continually falls out, thinning, or sparse hair) are not caused by DHT, but by inadequate ESTRONE activity at the follicular level. ESTRONE is essential for initiating healthy new anagen phase (anagen is the growth phase).

A VERY COMMON ISSUE:

It’s easy to recognize from the signs mentioned above, and it affects a large percentage of women (estimated between 30% and 50%).
Unfortunately, most don’t even know they have it and try to treat it with the usual “hair vitamins,” which are good for general health but have nothing to do with the actual problem.
Others end up buying the "wrong" products… (we talk about this on the “SOCIAL TRENCH” page of our website).
This happens because, despite being the most common hair issue in women, it was discovered only recently and is still not widely discussed.

For this reason, we’ve created what we believe are the best products available to combat the most common hair problem in women: estrone-deficiency hypotrichia.
(Now you know you can finally put a name to your hair loss, but since it sounds a bit awkward, you can simply call it female‑pattern hair loss).

<These statements have not been evaluated by the FDA. This product is not intended to diagnose, treat, cure, or prevent any disease.>

The notice above is required by U.S. law when products sold are not registered as drugs. You’ll find it on other websites as well, although if you pay attention, it’s usually hidden somewhere at the bottom in tiny text to make it as unnoticeable as possible—sometimes tucked away in obscure pages—because it would clash with their flashy promises (see, for example, the SOCIAL TRENCH page on this site).

So if you're wondering why we didn’t do the same—hiding it somewhere below—but instead placed it big at the center, the reason is very simple.

Because we have nothing to hide, we are Hair Army, we fight for the truth, and we also believe this notice is fair for various reasons we will explain.

That statement is a symbol of transparency and fairness—it must be included when selling something that is not registered as a drug, and our products have not been registered as such.
The Complex is simply a blend of plants with anti-DHT properties, so it's registered as a supplement.
The Lotion and Shampoo are also not registered as drugs but as cosmetics, since the active ingredients in them (to learn more about Kopyrrol, visit the dedicated ingredients page) are approved for cosmetic use.

All of this should be clear to you—we are transparent. We don't sell promises or services. If you need products that contain these ingredients, only you know that, and that's the only reason you should buy them.

This disclaimer is right, necessary, and reflects our idea of fairness.
If you're selling a product that isn’t registered as a drug, it’s essential to declare it clearly.
And we do it loud and clear, so you can make an informed choice without the risk of being misled.

Certainly. But before contacting us, make sure you’ve carefully read the explanations on the website—not just the ones on the homepage, but also those found on the other pages. It’s possible that you’ll find the answer you’re looking for in one of the various sections of the site.
You can access all these pages from the top menu.
If you're browsing from a smartphone, to access the site menu you need to tap the three horizontal lines at the top left.

Remember that the site includes:

1) The F.A.Q. page:

Where you’ll find answers to the most common questions.
(Do not skip it under any circumstances — it explains some extremely important things).

2) The SOCIAL TRENCH page:

Where you’ll not only learn how to spot misleading marketing tactics, but also discover what makes Hair Army a brand unlike any other in the WORLD. After reading our deep-dive brand Hair Army analysis, you’ll definitely want to join the fight.
(If you’re not interested in the reports, that’s fine, you can skip them. But in the section about Hair Army on that page, we go deeper into some important points, so it’s really worth reading to have everything clear).

3) The JOIN THE HAIR ARMY page:

Where you’ll learn how to get a discount code.

4) The INGREDIENTS page:

Recommended for the more experienced. Here you’ll find concise explanations of each ingredient, along with references to scientific studies. It’s the perfect spot for those who love diving into the details and have the know-how to appreciate them.
(It’s not an essential page, but if you enjoy studying, it’s definitely recommended).

IF YOU WANT TO TALK TO US:

The fastest way to contact us is through the CHAT on the website, you’ll find the button to start it at the bottom right — it really works, and you’ll get a quick reply. 
Don’t worry if you reach out at a time when we’re not online—when we reconnect, we’ll reply to you, our response will arrive via email, and that same email will contain a link that lets you reopen the chat at any time and continue the conversation right where we left off.
If you prefer to write us an email, visit the “Contact Us” page on the website.