Daniel Moreira · The Founder Story

Daniel Moreira · The Founder Story

Daniel Moreira, founder of Apex Hair
"I don't promise miracles. I promise 10 seconds in front of the mirror. The rest is up to you."

2024 · The mirror moment

I avoided photos for three years. Group shots? I'd find a way to be in the back. Selfies? Only with a cap. Mirrors at the gym? I walked past them.

One morning in 2024, I caught my reflection in a black-screened phone. The receding line was darker than I remembered. I'd been telling myself it wasn't that bad. The phone screen disagreed.

The 8 months of minoxidil

I bought the foam. Twice a day, every day, for 8 months. Some new growth came in around month 4, but the shedding phase had me terrified. I stopped. Within 8 weeks the new growth was gone.

A friend recommended a hair transplant clinic. $25,000. Six months of recovery. Lifetime maintenance to keep what they transplanted from thinning around it. I closed the tab.

3 fiber powders. 3 failures.

I bought hair fibers from three brands. The first stained my pillow black overnight. The second ran in São Paulo's afternoon rain — I caught it dripping down my collar in a meeting. The third looked OK in dim light and obviously fake under sunlight.

I wasn't looking for a cure anymore. I was a cosmetic problem with a 10-second window — the time it takes to look in the mirror before walking out the door.

2024-2026 · 200 formulations

I called every chemist I could find in São Paulo. Most didn't want to work on a product they had to explain wasn't a treatment. Two said yes.

200 formulations later, we landed on pressed keratin microfibers stabilized with Silica and Mica minerals. The minerals do the actual work — they generate a natural electrostatic charge that anchors the fibers to the strand, not the scalp.

I called it LockTight Pro™. I used it on myself for six months before I let anyone else test it.

2025 · Brazil launch

Apex Hair launched in Brazil in August 2025 as Apex Hair Lab. Friends who'd watched me obsess over the formula bought the first 100 units. By Christmas, the second batch was on backorder.

2026 · 12 countries

Today over 8,000 customers across 12 countries use Apex Hair daily. We sell as a cosmetic product. We don't promise hair regrowth. We don't claim a cure.

What we promise is exactly what I built for myself: 10 seconds. A mirror you don't avoid. A photo you don't dodge.

What I want you to know before you buy

  • Apex Hair will not regrow your hair. If that's what you need, see a dermatologist.
  • It washes out with shampoo. That's by design.
  • It works best on areas where you still have fine hair to anchor to. Completely smooth scalp = poor result.
  • 10 shades. If you pick wrong, we swap free.
  • 60 days to decide. If it's not for you, you send it back. Refund even if the bottle is empty.

Find my shade →

Daniel Moreira is the founder of IZZAT GLOBAL COMPANY LLC (Orlando, FL) and Apex Hair Lab (Barueri, SP, Brasil). He still uses Apex Hair every morning.

Apex Hair® is a topical cosmetic product. Effect temporary. Not a medical treatment. Does not regrow hair or reverse hair loss.