Inside: Meet the Two Friends on a Mission to Help Women Fight Grey Hair — Without Dye
Who are we?
I'm Sarah, one of the co-founders of Avera — alongside my best friend, James.
We met studying biochemistry at university. James went into pharmaceutical research. I went into cosmetic science. We stayed close through it all — different labs, same group chat, same awful coffee every Saturday morning.
Then I started going grey at 33.
The real reason we started Avera...
It started the morning I found a whole patch of grey I'd never noticed before. I was 33. That night, I couldn't stop checking in every mirror I passed.
I didn't tell anyone for weeks. I just started wearing my hair differently. Cancelling plans. Spending twenty minutes every morning trying to hide it.
When I finally told James, he didn't laugh it off. He said: "My sister's been dealing with the same thing since she turned 30. She dyes every three weeks now. She hates it."
That's when it hit us — every woman we knew was either stuck in the dye cycle, or dreading the day it would start. Our mums had been doing it for decades. The chemical smell. The stained towels. The roots coming back faster every time.
And when any of us searched for help, the answer was always the same:
The same phrase. Everywhere. Over and over.
And I refused to accept it.
What we found changed everything.
Everyone talks about melanin — losing it, fading, going grey. But melanin isn't the real problem.
Melanin is just the pigment. It's produced by tiny cells inside your hair follicles called melanocytes. These are the real engine. When they're active, your hair grows in with colour. When they slow down — and they do, as you age — new hairs come in with less and less pigment. First grey, then white.
But here's what nobody tells you: in most cases, those melanocytes aren't dead. They're dormant. Still there. Still inside the follicle. Still capable of producing pigment — if they're woken back up.
The real question was never "how do I get more melanin." It was: "how do I reawaken the cells that make it."
And the answer wasn't in the West. It was in traditional Chinese medicine — where for over 1,000 years, a handful of rare botanicals like He Shou Wu (Fo-Ti root) and Black Sesame have been used to preserve hair pigment. Modern science is now confirming why.
But knowing the ingredients was only half the battle. Formulating them correctly — that's why no one had done it before us.
How we designed and built Avera
James's background in pharmaceutical research gave us a network of formulators and lab contacts. But it didn't make it easy.
Fo-Ti root can't just be ground up and put in a capsule. It requires a traditional preparation — soaked in black bean liquid, then slow-dried — to activate the compounds that protect melanocytes. Get it wrong and you lose the potency.
Black Sesame had to be sourced as pharmaceutical-grade extract — not the food-grade version from a grocery store.
Then came the hardest part: making them work together in a single daily capsule. Hundreds of test formulations. Months of back and forth with labs. Batches that failed, dissolved wrong, or cancelled each other out.
It took us 2 years. We refused to launch until it was right.
So, what actually is Avera?
Avera is a daily supplement designed to do one thing: support and reawaken the melanocytes inside your hair follicles — the same dormant cells we talked about.
Two capsules a day. Formulated with physicians. Vegan, gluten-free, cruelty-free. It works from the inside out — giving your body the precise compounds it needs to protect your pigment-producing cells and support melanin production naturally.
The results aren't overnight. Hair grows about 1cm per month, and there's already about 1cm of hair in transit that was "programmed" before you started. It takes 3 to 6 months of consistent daily use to see visible changes. But when those changes come — they're real. Not painted on. Not washed out after 6 weeks. Real pigment, growing from your own roots.
And in the meantime? From the very first weeks, your hair feels softer, thicker, healthier.
Already colour your hair? Avera is 100% compatible with dye. Many customers use both — and over time, space out their salon visits more and more. Less chemicals. Less damage.
How it's been going since launch...
Since launching, we've been completely overwhelmed by the response.
Over 10,000 women have tried Avera. And the messages we get every single day remind us why we started this.
So, you think you're ready to take back control?
We never expected Avera to take off like this. But we couldn't be prouder that something we built out of personal frustration is genuinely changing how women deal with grey hair.
We still have a long way to go.
And if you made it this far — if you're tired of the dye cycle, tired of the chemicals, tired of being told there's nothing you can do — then give Avera a try. And never look back.
Here's our promise: take Avera consistently for 90 days. If after 3 months you haven't noticed any change — in texture, in volume, in the rate of new greys — email us. Our team will personally review your routine with you, and if needed, we'll send you a second cycle on us. We don't want your money if it's not working. We want your results.
Plus, we're always available at support@avera.com for any questions or support :)
— Sarah & James, Founders
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