Behind the Bottle: The Making of Mane Event Elixir
Four years went into this serum. Here’s why
In March 2022, we wrote the first product development brief for what would become Mane Event Elixir®, a bioactive hair growth serum developed to deliver intensive hair growth, density and strength. It mapped out the concept, the objectives, the non-negotiables, and just as importantly, the must-nots. A product that would align with our supplement philosophy and everything the Apotecari brand stands for.
What followed was four years of research, formulation trials, ingredient decisions, a change in manufacturer, a packaging problem, and one very significant breakthrough.
"This process was research-driven, creative, and at times relentless. It pushed us further than we expected. But we're confident in what we made. Mane Event Elixir® is the best hair growth serum we've ever seen. That's not marketing. That's four years of evidence."
Simone Abaron, Founder, CEO, Naturopath, & Trichologist
17 ingredients walked in
Throughout 2022, Simone and our in-house new product development specialists began working with a contract manufacturer. This stage involved NDA’s, formulation briefings, research collaboration, ingredient discussions, and early packaging ideation.
Over 17 active ingredients were initially considered for inclusion in the hair growth serum formula. Countless more were researched and ruled out during vetting. By August we were reviewing early draft formulations, quotes and samples. By October, the formula had begun to narrow, focusing on the key actives we knew had to be part of the final version due to their strong clinical results.
At the same time, packaging development was underway. Cutting-edge dosage delivery systems from around the world were explored and trialled alongside various iterations of the serum itself. The packaging brief required precision dosing, environmental consideration, ease of use and visual appeal, all within a single solution.
Then came the breakthrough
After many months, numerous samples, and eventually a change in contract manufacturer, Apotecari’s initial serum concept began to closely resemble the Mane Event Elixir® available today.
By late 2024, we had sourced our premium glass dropper bottle and began discussions with the manufacturer to develop an exclusive black version for Apotecari. At the same time the formulation itself had tightened significantly. The formula kept getting better. We kept letting it.
One of the most significant discoveries during development was a patented liposomal delivery technology capable of increasing the speed of activity of key actives by 1.6 times, while improving their efficacy by 2.5 times compared with standard delivery systems. For those dealing with thinning hair, hair loss, or reduced hair density, this distinction matters. Getting the right actives to the right place faster and more effectively, is what separates a high-performance hair growth serum from an average one.
"We could have launched years ago. We didn't, because the science wasn't there yet. When it was, we moved. We don't do products for the sake of it. And we don't take shortcuts.”
Simone Abaron, Founder, CEO, Naturopath, & Trichologist
The fragrance decision
During the sampling phase, a number of natural and luxury fragrance options were explored. While a signature scent is often considered part of a premium product experience, two important factors ultimately led to its exclusion.
First, Mane Event Elixir® was designed as a daily scalp treatment. Fragrance and essential oils can increase the risk of irritation or sensitivity for some users, a compromise we were not willing to make. Second, as the formulation progressed, we realised that our liposomal delivery technology was performing so effectively that it encapsulated the fragrance itself, meaning it could barely be detected.
We had a choice. Fragrance, or maximum active delivery to support hair growth and combat hair loss. It wasn't a hard one. By removing fragrance entirely, we ensured every active could be delivered to the scalp with nothing in the way.
Final packaging
In 2024, Simone sourced the dropper bottle that would become the final packaging for Mane Event Elixir®. The design balanced form and function perfectly, with one small challenge. It was only available in white. After working through several development hurdles with the manufacturer, an exclusive black version was produced for Apotecari.
The final bottle uses dark, opaque glass to protect the formula from light and UV degradation. A push-button pipette delivers a controlled amount of serum, allowing for precise and mess-free application to multiple areas of the scalp.
A bespoke carton was also developed to protect the glass bottle and provide additional space for communicating product information. The design was intended to enhance the premium experience of using Mane Event Elixir®.
Worth the wait
By the final stage, the formula had been tested, refined, stripped back and rebuilt more times than we can count. Concentrations matched to clinical research. Stability signed off. Packaging finalised.
With every detail locked in, Mane Event Elixir® was ready to move from development to production.
"I use Mane Event Elixir® alongside Mane Event® capsules every day. I'm confident in the actives we selected and I know the formulation delivers. As a trichologist, I would never release a hair growth serum unless I was completely confident in what it could do. I am."
Simone Abaron, Founder, CEO, Naturopath, & Trichologist
