Hello,
Your Results Are In!
Based on today’s answers, genetics are the root cause of your hair loss and thinning.

Discover what the experts at Noor recommend to target this and get back thicker, fuller hair as quickly as possible.

From the desk of Medical Researcher Henry Lock


Hi , the information I’m about to share may surprise you…

But it’s helped over 75,000 women recover their thick, natural hair…

So it could be the most important thing you read all week.

I promise it’ll be quick, and by the end I’ll reveal a simple remedy that can help you get back your luscious locks.*

The truth is most women believe their genes have the final say in their hair health…

But since you’re here, I know you’re serious about tackling the root cause and getting back thick, strong hair.

And while our genes are incredibly complicated...

There is a new solution that’s helping
thousands of women quickly recover their crowning glory.*

It works unlike anything else out there…

By targeting the root cause behind genetic hair loss and thinning.

And while yes, genes are at fault here… It doesn’t mean you can’t do anything about it. 

Because as I will explain in just a moment…

They’re NOT the main reason your hair follicles stop growing and start to get thin or brittle.

The real culprit is actually aging follicles.

See, while it’s true our genes play a role in our hair health…

Recent advancements in dermatological research are telling a different story…

It turns out the key factor isn’t just the genes themselves… 

But rather how they influence the follicle aging process.

Basically, studies have identified specific “clock genes” that accelerate follicle aging12

Leading to thinner and weaker hair over time.

This discovery is crucial because it means that while we can’t change our genetic makeup12

We CAN slow down and even address this aging process.✓

“The goal is to lessen or reverse the effects of aging on hair. Due to the complex nature of the aging process, it’s critical that the treatment for lifetime scalp and hair health is holistic.”14
Dr. Ralph M. Trüeb, M.D
Hair aging dermatologist

So if you think your family has ‘bad hair genes’...

You can either give up and resort to a life of wigs, toppers, and hats…

Or you can do the one thing you CAN do:

Find a way to address the aging follicle problem…

And find a way to support younger, healthier hair follicles…

To solve the hair loss and thinning so many women struggle with.6

In just a moment I’m going to reveal a simple remedy that can help you do just that…

But first…

Don’t just take my word for it…

In 2023 a group of Korean researchers did a study that surprised the medical community…

And changed everything we thought we knew about hair loss.

In their labs, surrounded by test tubes and data, they dove deep into the biology of hair.

They discovered genetics plays an important role in thinning hair…

But sometimes people with “bad genes” still have thick heads of hair.

They couldn’t figure out WHY this was…

Until they started looking at the age of the follicles…

And found that if you simply combat follicle aging…

Then everything falls into place, and hair growth can be restored.11

Now let me tell you about something that can do just that.*

I call it the Ageless Roots Remedy.

It works unlike anything most women have tried before.

Over 100,000 women are getting a new lease on life thanks to this


First it protects the hair from damage so hair growth is possible2

Then it jumpstarts new baby hair growth in a matter of weeks!3

Best of all, it works for women of all ages, hair types, and genetic backgrounds.

  • It will work if your in your 40s and 50s, just now seeing an increase in hair loss and thinning…

  • It will work if your 60+ and your hair’s already gray with very few hairs left…

  • It will work if your in your 20s or 30s, and worried about your future because of family genetics…

  • It will work for anyone who suspects genes are causing their thin hair.

The Ageless Roots Remedy works so well because it targets the main cause of thinning hair that goes unnoticed.3,5


And while we can’t directly address how our genes affect our health… 

The ‘clock’ of our hair follicles is something we can directly impact.

This solution isn’t just potent.

It’s safe, natural, respectful of our bodies, and works fast.*

Are you getting excited?

Can you imagine how it would feel to flaunt thick, lustrous locks once again?

Well, let me tell you how the Ageless Roots Remedy works…

And why thousands swear by it to keep their hair healthy, full, and thick.

How the Ageless Roots Remedy Works to Rejuvenate The Follicles2 and Solve Hair Loss and Thinning For Good✓

Over the years, we’ve researched countless natural ingredients to effectively combat aging follicles and kickstart new hair growth.

And there's one that stands above the rest:

Tocopheryl Acetate.

It may sound like a weird chemical… But it’s actually a natural antioxidant found in rare forms of olive oil.

And while it may be hard to believe…

This simple antioxidant has been proven to help support the aging process… 

Even if it's been sped up by bad hair genes.

The proof comes from a groundbreaking study published in The Journal of Prevention of Alzheimer's Disease.

The Follicle Rejuvenation Discovery

Journel image
A group of researchers from Germany, Switzerland, and the Netherlands wanted to know the truth about Tocopheryl Acetate.

And while they started by looking at its effect on the cells…

They quickly discovered this wonder compound combats free radical damage…

AND plays a big role in reducing cellular damage.

But here’s where it gets really interesting…

Subjects given high levels of Tocopheryl Acetate showed a remarkable delay in age-related signs…

Suggesting it really could be our secret weapon in the battle against aging.11

And that’s not all…

A team from the School of Pharmaceutical Sciences decided to take this research one step further.

They knew about the powerful anti-aging properties of Tocopheryl Acetate11

But they were curious about how it could help combat thinning hair and promote new growth.

They took 38 people suffering from thinning and hair loss and put them in 2 groups.

One group was given the Tocopheryl Acetate, while the other group was given a placebo (nothing).

And by the end of the study, the researchers couldn’t believe it…

The people that were given Tocopheryl Acetate had 34% MORE HAIR than the other group.3

This is because the Tocopheryl Acetate helps support the aging process of the follicles!

Now remember, with bad hair genes the follicles age faster and stop hair growth…

And while Tocopheryl Acetate is powerful enough to address this aging process…

It could be better at protecting the hair against future damage...

Because even after reactivating hair growth, you need to protect it so it doesn’t thin again or break.2

Which is why we decided to add another groundbreaking ingredient to this Ageless Roots Remedy.

It’s a nutrient that works particularly well on the scalp:

Argan Oil.

This is how the Argan Oil is naturally extracted to keep its premium quality.


This famous oil is known for healing properties, especially when it comes to hair follicles.

And yes, there is undeniable proof of how effective it is at maintaining a healthy scalp.

See, researchers from the Journal Cosmetic Dermatology ran a trial on 2 groups of subjects…


For Group 1, they damaged the hair with tight hairstyles, heat, or chemicals… To make the hair follicles weaker, and age faster.

The researchers called this the “aged” group.

Group 2 also experienced physical stressing, but there was a catch…

They treated the Group 2 subjects with Argan Oil before damaging the hair.

And results? Shocking.

The Argan Oil subjects were not only much more protected against thinning and hair loss.2

But they also maintained far more protein in their hair… keeping it thick, bouncy, and full!2

This means Argan Oil can also help women of all ages combat thinning and potentially reverse the damage2.

Can you see why this Ageless Roots Remedy works so well?

“First, Tocopheryl Acetate jumpstarts new baby hair growth in a matter of weeks3… Then Argan Oil protects the hair from more damage it doesn't go back to how it was before.”2

But we didn’t stop there...

Because as incredible as these two ingredients are… they aren’t the only nutrients inside this powerful Ageless Roots Remedy.

It also includes Aloe Vera, one of Earth’s most ancient treasures.

Recent research shows it helps support the healing of dead skin cells4

Which suggests it can directly help support those troubled alopecia patches and thinning areas.4

Incredible, right? Imagine how it would feel to erase the past and start anew?

Basically, get ready to say goodbye to thin edges and bald spots… and hello to a healthy scalp and hair that makes you look 10 years younger.*

As a medical researcher, I knew the breakthrough with these ingredients wasn’t just hype. But I also know the importance of quality when it comes to results.

These ingredients can’t be mass produced at factories that contain harmful fillers.

They need to be specifically extracted from the most vibrant fruits and plants… then carefully balanced into a natural, but potent formula.

I told the Noor Hair team about this and vowed to help them do exactly that.

It wasn’t easy. There were countless hurdles. Some batches didn’t show the results we wanted. But finally, after months of trials, we formulated a remedy that really worked.

Nearly everyone who tried it saw results.* Not just with their hair but with their scalp health too.

Rhonda K., 51
Verified Buyer
10/05/2023
I Love This Remedy
“Since i can remember all the women in my family has had thin hair. No product or change in lifestyle seemed to help any of us until I found this remedy. The product actually worked how it was supposed to and I started seeing progress in about 4 weeks. My hair feels thicker and fuller. Great product for anyone with thinning hair”*
Destiny S., 39
Verified Buyer
12/01/2023
It Actually Worked
“Seeing my mom and auntie struggle with thinning hair and hair loss as a young woman convinced me I NEEDED to protect my hair before it was too late. Especially once I got to my mid-30s and started to feel my hair thinning too… I tried a lot of solutions and the most effective for my coily hair type has been this one. Within a month or so my hair was visibly fuller. I told my sisters and cousin about it too, and now we are all using this remedy!”*
DeeDee L., 58
Verified Buyer
11/03/2023
This Ageless Root Remedy Is Awesome
“After I hit 55 my hair began to thin greatly... It turns out everyone in my family has seen thinning in their 50s. It got so bad that my hair loss left big bald patches up top. I tried a lot of products but none of them worked... Until I started using this remedy, and now I have hair where I previously had nothing! I will keep using it until I get my younger hair again.”*

It didn’t matter if hair loss ran in the family or age was finally catching up…

This breakthrough formula worked for everyone*…

Solving the silent aging follicle problem and helping women of all ages get back thick, beautiful hair.✓

And it can work for you too. If you let it.*

But look, if you’re looking for instant results and don’t have the patience to commit to a proven routine, it probably isn’t for you.

Most of the studies that support Noor’s ingredients show the best results after 4-6 months of use.

And many of the success stories come from users who have been using Noor for over a year.

But if you aren’t looking for quick fixes that aren’t legit…

If you DO have the patience to get REAL results with legit products… then Noor is for you.

Today, we’re proud to introduce the best selling hair growth serum from 2023…

Custom Made to Help Revive Aging
Follicles and Kickstart Thicker, Fuller Hair Growth… Fast!*3,4

The Noor Hair
Love Serum

Inside NoorTM is a breakthrough blend, made to help with the main cause of your hair loss according to your quiz results - genetics.✓

Unlike mass produced serums, this Love Serum contains a unique mixture based on deep ancestral roots…

That’s backed by the latest breakthrough hair science…

And proven to effectively combat thinning and hair loss.2-4

Inside NoorTM is the purest form of Argan Oil, Tocopheryl Acetate and Aloe Vera… carefully extracted and put into this breakthrough hair growth serum.

It’s specifically made to help with the main cause of your hair loss - genetics. ✓

It smells amazing, doesn’t leave the hair too oily…

And I’m pleased to tell you that we’ve been overwhelmed by the results from this viral serum.

Over 75,000 women have tried out NoorTM just this year…

And with an incredible 4.5 / 5 rating it’s no wonder.

Women across the country from New York City to Los Angeles can’t help but share their results on social media… And they do really speak for themselves:

comments


It’s been so popular we’ve had a hard time staying stocked up. Stock is flying off the shelves.

Most women choose to subscribe to lock in their supply and protect from out-of-stocks.

So we encourage you to do the same (plus the best results come from consistent use).

I’M READY TO COMBAT
MY GENETIC HAIR LOSS!

See, in my quest for a remedy, I explored various alternatives…

Treatments that cost a fortune without lasting results, products with unproven ingredients, prescription products full of harsh side effects.

Some say they have effective formulas but they cut corners on quality.

And while some may offer some value…

Very few work to tackle the root cause of the problem.

But NoorTM is different. Every part of it helps reverse damaged hair and quickly kickstart new growth.*

The founders value the purity and effectiveness of every ingredient. This isn't a product; it's a promise.

A promise that you're not just hiding the problem but fighting it at its very root… and NoorTM does just that.

Every day, we receive letters and messages from grateful users.*

BEFORE
AFTER
So Glad I Found This
Sofia Q., 44
“The women in my family have always had to deal with thinning hair and even hair loss. I always feared I would be the same way and I even started to experience thinning after my 40th birthday. I started to do my research and found Noor. I gave it a try and now I'm on my 5th month, I'm so glad I subscribe because I don't think I'll ever stop using it.”*
BEFORE
AFTER
Hair feels Thicker
Sonia J., 36
“As I entered my mid 30s, I noticed my hair becoming thinner and more brittle. I decided to give Noor a try, and I'm thrilled with the outcome. After just two months of consistent use, my hair feels thicker and has a renewed bounce. It has become an essential part of my beauty regimen, and I can't recommend it enough to women in a similar situation.”*
BEFORE
AFTER
Bounce Back
Jacqueline C., 63
“I knew my genes weren't great since I saw everyone in my family with thin hair... But I didn't think I could do anything about it until I found Noor. This worked so well for me that everyone in my family asked me for my secret... Now they also want their serum.”*


And get this, Noor Hair Love Serum is super easy to use. All it takes is less than 30 seconds.

Imagine a solution that's as simple as applying a few drops to your scalp. Just massage the serum into your scalp before going to bed.

That's it. No complex steps, no hard processes.

In just a few seconds a day, you can get back thicker, more lustrous hair.*

And without any nasty chemicals that irritate the hair or scalp.

I’M READY TO COMBAT
MY GENETIC HAIR LOSS!
Here’s How Fast Noor Works to Slow Hair Thinning And Kickstart New Baby Hair Growth
Results will vary from person to person, but here is how a typical hair transformation with Noor will go. Remember, the best results come from consistent use for 4-6 months.
Month 1
By the end of month 1, most women will report their hair feeling stronger, and their roots gripping tighter.*

Thin patches and edges will start tingling with sensations of new growth, and baby hairs might even start sprouting.

Feelings of self doubt will begin to wane with each day you take Noor.


Many women report feeling more confident, at ease, and in-control of their life.

Can you imagine how this would feel? Are you getting excited?

Well that’s only the beginning.
Month 3
By month 3, some lucky women will see lots of beautiful new hair…

And while that’s unlikely to happen unless you haven’t missed a single day of Noor…

It is very likely that your hair will feel thicker, fuller and more youthful than it has in years.


As new hairs fill in and grow longer, many women get the pleasure of tying a ponytail… something that hasn’t been done in years without feeling self conscious.

Expect much more visible results, and more compliments from friends and family by the end of month 3.

But wait until you hear what’s in store for month 6.
Month 6
By month 6, many women say their hair moves with mesmerizing grace, turning heads and making friends green with envy.

Whispers and glances from the thinning and sparse hair of the past turn to admiring gazes and genuine compliments.

Everywhere you go, people will marvel at the volume and sheen of your hair. Its thick, flowing elegance.*


It’s like discovering the secret to turning back the clock and looking measurably more youthful.

Picture for a moment how your hair would look. How you would feel.

And that’s not even the best of it…
Many say things like this:

BEFORE
AFTER
Confidence Back
Anna, 49
“My mom's never had really thick hair and neither do I. But I never thought I would begin to lose it until I noticed how my mom is losing her hair. I saw an ad online about Noor and decided to try it. By month 6 my sparse edges were finally filling in back to normal. My confidence was so low, but now it’s unbreakable. I don't feel judged anymore. I just got my mom using this remedy and her hair is looking much better in just a few weeks.. Thanks Noor!”*
BEFORE
AFTER
Changes in Weeks
Ava, 35
“My hair has always been very thin thanks to my Mom. It wasn't really an issue until I noticed that my hair was falling out a lot more in the last year. A friend recommended I tired Noor but I was hesitant as I was sure my problem was something to do with my genes. In just 4 weeks after using it for the first time, I am noticing how different feels. It's stronger and thicker than I even remember.”*
BEFORE
AFTER
Effective
Dolores B., 63
“I tried everything to thicken or strengthen my hair from my 20s. Home remedies, shampoos, expensive salons... I gave up after a while, but my daughter told me that Noor helped her hair become thicker. And since we have the same hair I decided to try it out... and WOW my hair is not falling out like before. I can't wait to see how it will look in a few more months.”*
How Anyone Can Get Their Hands on Noor Today - Say Goodbye to Thinning Hair and Hello to a Thick, Gorgeous Mane Again

With all the buzz, we’re selling out fast. Smart women are buying as many bottles as possible to save money.

Plus, the longer you use Noor, the better the results are likely to be.*

Most of the studies that support Noor’s ingredients show the best results after 6 months of use.✓

In fact, subscriptions are now the norm. With supplies running low, it makes sense to lock in your subscription or multi-bottle one-time bundle today.

The last thing you want is to come back for more, only to find that dreaded "Out of Stock" sign. So be smart.

But we've got your back. Commit to a subscription or one-time purchase of 6-months or 3-months and benefit from even greater savings.

Plus, to make it even better, we’ve added FREE SHIPPING.

And here's my personal guarantee to you: Noor comes with a 180-day money-back guarantee.

If in 6 months you aren't happy and friends aren't loving your hair, send it back for a full refund.


Full, empty, doesn’t matter. Noor promises a full, prompt refund, no questions asked. We just want someone else to benefit from them.

That’s 6 whole months to witness the magic of Noor, risk-free. We're that confident you’ll adore what Noor does for you. In short, you ONLY pay if you're entirely satisfied.

This is Your Moment – Seize It!

Update: Most women are choosing to subscribe since the best results come with consistent month-over-month use. By subscribing, you’re saving 20% and locking in free shipping.

Save 20% Today and Choose Your Bundle:

Noor Love Hair serum
Free Shipping on $75+ Orders & Subscriptions
100% Satisfaction. 180-Day Money Back Guarantee
payment-icons
Shake well before each use. Use on wet or dry hair. Apply serum to scalp, and massage with fingertips. Apply two (2) to four (4) drops to the affected area daily for best results, or add as needed. For best results, it is recommended to use consistently for a minimum of six (6) to eight (8) weeks.

For Storage: Keep away from heat, light, and humidity to preserve freshness. Keep out of reach from children. Store in a cool, dry place.
All of our formulas contain clinically studied ingredients shown to improve hair growth and/or hair health. We sustainably source our ingredients and mix formulas in an FDA-registered facility.
Modifying or cancelling a subscription is easy and effortless. All you need to do is call our customer service number at (510) 605-3796 from 9am - 5pm EST, Monday through Friday, and one of our customer success agents will help you as soon as one is available. If all phone agents are busy, please send an email to support@noorhairofficial.com. Include your order ID in the email and a dedicated Noor Hair agent will fulfill your request within 1-2 business days. It’s never been easier to subscribe and reap the savings and benefits!
The Natural Solution for the Most Common Causes of Hair Loss
Rejuvenates Years of Damage
Get back the thick, vibrant, strong hair before the damage from heat, chemicals, stress, or tight hairstyles.
Repair Damaged Hair Tissue
Helps hair strands heal from years of damage from stress, heat, chemicals, and hard water, no matter how deep the damage may be.
Strengthens Follicles
Ensure the follicles get stronger from the root to stimulatehealthy hair growth, and minimize breakage.
Hydrate Scalp
Soothe scalp tissues to promote healthy hair growth and mitigate hair loss with its hydrating and healing properties
Support Hair Growth
Kick-start the growth of new baby hairs by ensuring the scalp has everything it needs to grow stronger hair again.
Real Results From Within
Trusted by Over 100,000 Customers

BEFORE
AFTER
Love Noor
Rose M. 60
"It is unbelievable it helps and it does what it says it does. My hair has always been thin ever since I can remember. My mom told me that it was just how out hair was... But Noor changed it for me. I absolutely love it and my husband's hair is coming in where he was thinning thank you. God Bless"*
BEFORE
AFTER
Thick And Healthy
Dorine 53
"I love Noor Hair Love Serum! It really does work I try I for the first time cause my hair was breaking and thinning out on the top now it's getting full and thicker I love it also my hair has starting to grow back I use three drops... My hair was thin and getting thinner. My younger sister recommended it to since we have the same thin hair from our mom. I can't recommend it enough if you have poor hair genes like I do!"*

BEFORE
AFTER
It's Working
Aleta H. 36
"I started using the Noor three months ago with much skepticism and I am now a TRUE believer. I thought that my poor genes would be the end for my hair, but it turns out there was something I could do. I subscribed to make sure I never run out. Thanks Noor!"*
I’M READY TO COMBAT
MY GENETIC HAIR LOSS!
3 Proven Hair Growth Ingredients
Real Results. Thick, Healthy and Full Hair.
Targets The Leading Causes Of Hair Loss
Genetics
Without control of genes, many believe that genetic hair loss can’t be addressed. Especially as the early signs of hair loss like thinning, sparse edges, and shedding begin to appear as time goes by. Love Hair Serum active ingredients are clinically proven to slow hair loss and promote regrowth in sparse edges and thinning areas, even when the hair loss is due to genetic factors.
Lifestyle
Certain hair habits lead to tension and stress on follicle roots, such as tight hairstyles and wearing hats frequently. The constant stress on pressure on follicles leads to traction alopecia or and weaker hair strands which cause thinning, hair loss, and shedding. Our Love Hair Serum contains powerful strengthening properties that help the follicles regain their strength, making the hair longer and healthier. It helps to thicken sparse edges and grow fuller, healthier hair, no matter the hair choices.
I’M READY TO COMBAT
MY GENETIC HAIR LOSS!
MADE WITH
Clean, Clinically-Supported Ingredients
Aloe Vera
Powerful healing properties that could help support scarred areas due to different types of alopecia.
Argan Oil
Helps keep your hair and scalp moisturized, and protects against damage from styling and coloring hair. It has also been shown to decrease hair breakage and shedding.
Dimethicone
Forms a thin barrier over hair, reducing moisture loss and keeping hair hydrated and healthy for longer.
Tocopheryl Acetate
Helps fight oxidative stress to the scalp and protects hair from damage due to sun exposure. Additionally, it aids circulation to the scalp, enhancing follicle growth.
Silicone
Gives hair a silky feel, prevents greasy hair feeling, and guards your hair from moisture getting in, which causes hair frizz.
Full ingredients list
Over 100K+ Customers that Trusted Noor Hair
FAQs
Although not all results are the same, Noor’s Love Hair Serum can help to restore foundational hair growth and support overall hair health for individuals of all ages with any hair type.
Noor’s Love Hair Serum utilizes key nutrients to moisturize the scalp, improve circulation to hair follicles, and reduce oxidative stress to improve existing hair health.
First the Moroccan Argan Oil in the Love Serum protects the hair from the damage caused by alopecia so hair growth is possible2… then the Rare Olive Oil antioxidant jumpstarts new baby hair growth in a matter of weeks.3
Results vary by person, but most of our customers start to see results within the first 1-2 months and see significantly noticeable improvements after 2-3 months of taking Noor’s Love Hair Serum.
Apply two (2) to three (3) drops to the scalp on specific areas for desired growth.
Orders are processed for shipment within 2-3 days. After your order is processed, it takes 3-5 business days for the shipment to arrive. Processing may take longer if the order was placed around the Holidays or on a weekend.
We accept all major credit card providers (Visa, American Express, Mastercard, and Discover), debit cards, PayPal and Google Pay. Unfortunately, we do not accept prepaid Visa gift cards.
Yes, all of Noor Hair’s products have a 180-day satisfaction guarantee. If you are at all unsatisfied with your product(s), please contact our customer support team at support@noorhairofficial.com or by phone at (510) 605-3796 for assistance.
Yes! Modifying or cancelling a subscription is easy and effortless. All you need to do is call our customer service number at (510) 605-3796 from 9am - 5pm EST, Monday through Friday, and one of our customer success agents will help you as soon as one is available. If all phone agents are busy, please send an email to support@noorhairofficial.com. Include your order ID in the email and a dedicated Noor Hair agent will fulfill your request within 1-2 business days. It’s never been easier to subscribe and reap the savings and benefits!
I’M READY TO COMBAT
MY GENETIC HAIR LOSS!
The Science Behind
Love Hair Serum
Clinical Research

1. https://pubmed.ncbi.nlm.nih.gov/21482861/
2. https://pubmed.ncbi.nlm.nih.gov/35226791/
3. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3819075/
4. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2763764/
5. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8610059/
6. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2684510
7. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6369639/
8. https://www.health.harvard.edu/diseases-and-conditions/its-not-too-late-to-save-thinning-hair
9. https://www.nature.com/articles/d41586-021-00656-1
10. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10174680/
11. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5724783/
12. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2871241/
13. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6369639/

I’M READY TO COMBAT
MY GENETIC HAIR LOSS!