Indigenous peoples of the Amazon use the acai berry in traditional medicine. It is now considered to be a super fruit. The pulp contains several substances in the polyphenol family, particularly anthocyanins and proanthocyanidins, which researchers credit for the fruit's antioxidant powers. This antioxidant power acts like a shield against free radicals from environmental stressors and protects the color treatment on the hair fiber from “oxidizing,” thereby preventing it from getting dull.