Belvedere’s Bethany Hornthal first learned about chemotherapy patients using scalp-cooling caps to prevent hair loss in 2010 while she was working as a marketing and development consultant in the medical field.

Laura Esserman, the director of the University of California at San Francisco’s Carol Franc Buck Breast Care Center, told Hornthal about a patient who “did not want to lose her beautiful blonde hair during chemotherapy” and had asked her doctor whether scalp-cooling, which was predominantly used in Europe at the time, would be possible at UCSF, Hornthal recalls.

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