Dr Olusula Idowu, from Riding Mill in Northumberland, is positioning Newcastle at the forefront of safe, science-led innovation in beauty and healthcare through the responsible use of artificial intelligence and advanced ingredient research.
Based at the Biosphere in Helix Newcastle, Dr Idowu is the founder of HexisLab, a boutique research and development consultancy that has been supporting global brands for more than 14 years to create high-performance, safe, and effective skincare and haircare products that meet international standards.
“Consumers today are rightly asking questions,” says Dr Idowu. “Does this ingredient really work for me? Is it safe? Is it the right material for my skin or hair? Our role is to provide the scientific validation behind those answers.”
HexisLab specialises in ingredient analysis, formulation, testing, and validation for products applied to the skin and hair. The company places strong emphasis on safety, regulatory compliance, and efficacy, ensuring products do exactly what they claim to do.
At the core of HexisLab’s work is a proprietary AI-driven research platform developed by Dr Idowu long before artificial intelligence became a mainstream buzzword. The platform allows researchers to predict how ingredients and formulations behave within biological systems before they reach laboratory testing.
“AI is a predictive tool for us,” explains Dr Idowu. “It helps us reduce guesswork, cut development time, and minimise waste. We simulate outcomes digitally, shortlist the most promising formulations, and only then move into laboratory validation. When results differ from our predictions, we refine the model — that’s how science progresses.”
This approach enables HexisLab to move quickly and sustainably while delivering bespoke solutions for clients across the UK, the United States, Canada, China, and India.
Originally from Lagos, Dr Idowu first came to Newcastle more than 30 years ago to begin his doctorate at Newcastle University and has remained in the region ever since.
“This city has always been a place of innovation,” he says. “From Newcastle Brown Ale to world-leading science, there’s no reason why the next global consumer brand shouldn’t come from here. The Helix is an inspirational environment — a community of scientists and businesses working together to create something iconic.”
Alongside consultancy work, HexisLab also develops its own consumer products, translating advanced scientific research into real-world solutions. A flagship example is Layla & Kays, a shampoo and conditioner range designed specifically for textured hair.
The product has received national recognition, including major UK awards, and is certified vegan, cruelty-free, and sulphate-free.
“Layla & Kays shows that high-level science can be turned into products people can trust, use, and feel the benefit of,” says Dr Idowu. “It’s about making a real difference in people’s lives.”
HexisLab operates with a small, agile team of fewer than ten staff and works closely with universities across the region, collaborating with postgraduate researchers and academic partners on advanced research that will shape future products and technologies.
“All of this innovation is coming from the heart of Newcastle and Northumberland,” Dr Idowu adds. “And we’re only just getting started.”
More information can be found at www.hexislab.com. Layla & Kays products and customer reviews are available at www.laylakays.com, as well as on Instagram, Facebook, Amazon, and Shopify.
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Photo: Dr Idowu with some of his team (Steve Brock Photography)
PR and media keith@highlightspr.co.uk 07814 397951