Right up until 1996, Porsche used air to cool its 911 models. They were the benchmark. Not just for performance, but for feel. Mechanical, full of character, and deeply loved by drivers who cared about the driving experience. But Porsche eventually ran into a problem. 

As technology evolved, engines became more powerful and tolerances tighter, making heat control critical. Air-cooling hadn't failed, but it had reached its limit. So Porsche made a call that upset a lot of purists. They moved to water-cooling with the 997 generation. Not to modernise the 911 for the sake of it, but to be able to reliably get more power, and make what was already a good car even better.

We had a similar experience with SH1

After winning GQ's Best Thickening Shampoo 3 years in a row and coming out #1 in a trial with the Hearst Institute, SH1 was on top of its game. We could have left it there and just kept selling it. But like any brand we admire, we knew we could keep improving, and we saw the same thing Porsche did. The formula was strong, proven, and effective, but it was operating at its ceiling. So while SH1 was still our best seller, we were quietly in the lab, pulling the formula apart and rebuilding it, with the latest and greatest active ingredients.

What that rebuild led to was SH Plus

We didn't add actives for the sake of a bigger number on the label. We upgraded them. Actives like Redensyl, Procapil, and Baicapil, shown to help reduce hair shedding, support healthier follicles, and improve hair density over time. Not added at trace levels for marketing, but formulated at levels shown by studies to actually work. We didn't do it because SH1 stopped working (in fact, if you're just starting to thin, we'd still recommend starting there). 

We did it because we're always looking for ways to make our products better.