Hair growth product claims - true or no evidence? Monat and "IT Works".

There are many products that claim to treat hair loss but it does not mean it really works.  You may want to take a "buyer beware" approach. 

SO it is not new the skepticism we, as physicians, have of products that are sold online or via health food store. They are all scams right? ...not necessarily. However, as physicians we are taught evidence based medicine and if there are no direct studies stating it's efficacy and safety then we have difficulty recommending  or really just no enough information so more than likely we will discourage the use. Or if it is not a pharmaceutical then it obviously has no place for a doctor to even consider recommending right?...not necessarily. However, we are quick to offer treatments that we think can be helpful for many but also is still no guarantee of its effectiveness. That is where there is a fine line of doing one's own research in regards to the different treatment options out there and with that there can be very good non prescription products that can help that is not a medicine or a procedure.  
I can only speak of Monat from the products you mentioned. I have stumbled across Monat for hair thinning because I do PRP for hair loss.  PRP has been successful in treating many cosmetic issues including wrinkles and scars as well as hair loss and if you asked someone just 2-3 years ago their thoughts on PRP many had their doubts but today many are finding significant results with PRP. So as physicians we should  always be learning about new things. Many new and excellent products are out there and just because we may not have heard of them or done our research on them does not mean they can't work. 
What is the alternative to medications and products? PRP and hair transplant may not be an affordable option for patients. Minoxidil is cheap and works but can have unwanted side effects. Nioxin is a popular brand in salons but has a lot of chemicals and one can go on and on since many brands have hair loss treatments. There are supplements like biotin etc that also can help plus many many more right?
In regards to Monat,  I have looked at their clinical studies (yes they do have them) and the naturally based ingredients they tested. There are reasons for their success in how the products work.  I have also seen many of the same testimonials you speak of and actually have had several first hand experiences/testimonials (including my own) that I have seen the positive results. One in particular was a family member, who did go to a dermatologist, and was recommended the traditional treatments with little success and was in no position to have costly procedures/injections...so where did that leave her...with a head of thinning hair. So I suggested she try Monat and low and behold not even 4 weeks later her hair was back to normal if not even healthier. Now her case may be unique and her results more dramatic since she has short hair,  but I have had others try it with improvement over the months they have used the product. It is recommended by Monat to try their systems for 90 days but many have had positive results in less time. This is truly when I looked closer at the products and how they work. 
For Monat, the main purpose of their hair growth products is to reduce scalp inflammation, decrease the amount of DHT produced which have been demonstrated in their studies and therefore those with hair loss from these issues have had success. Even others with an unclear reason for hair loss and without other alternatives or having a failure of traditional recommendations have seen positive results.  If there is no surviving hair follicle then no hair will grow. What has led me to actually recommend and promote this product in my office and to patients is that I have found less harmful side effects or issues with this product than the other recommended traditional treatments and it doesn't break the bank. 
So as a physician that has treated hair loss with PRP, I now offer patients the option to try Monat first because it may help just as well for a fraction of the cost and in my mind, if I find something that may work better and is safe then I want my patients aware of this option. If they don't feel they are getting the gains they want, then PRP or a more aggressive treatment may be needed or it may be that no viable hair follicles are there to work and PRP may not have worked either but at least I feel confident that I have given them the options to try something less aggressive that has worked well for many.  
Nothing is 100% guaranteed but if I can offer a solution that I feel is safe and it happens to not be a medicine or a treatment and can avoid putting more toxins in our body then I feel my patients would like to know this information. Let me know if there is any other questions I can answer for you and Good luck!

yes, they are trying to make money.it is another money grabber.minoxidil and finasteride are only medications that used to combat with AGA/hair loss