The science, tech and trends growing Unilever’s Nutrafol hair-health brand

The science, tech and trends growing Unilever's Nutrafol hair-health brand

• Nutrafol is now the No.1 dermatologist-recommended hair growth supplement in the US
• Nutrafol's Hair Growth Nutraceuticals are clinically tested to target multiple key root causes of hair thinning
• The brand has more than doubled in turnover since its acquisition by Unilever in 2022

More than 114 million people in the US^[a] and over 250 million in China^[b] have hair-health concerns, making the topic one of the leading beauty concerns worldwide.

July 2024 data from beauty trends tracker Spate revealed that online searches are soaring for the term 'hair growth', with 1.3 million requests a month in the US alone.^[c]

And Cosmetify recently reported that 'How to grow hair faster?' and 'Why is my hair falling out?' were among the top ten haircare questions searched between April 2023 and March 2024 on Google.^[d]

It's clear that consumers are increasingly seeking solutions to thinning hair. A global consumer need state that has helped Nutrafol become the second-biggest brand in Unilever's Wellbeing business- a remarkably fast-growing division which delivered its 15th consecutive quarter of double-digit growth in Q3 2024 and has ambitions to reach €3 billion in turnover in the next few years.

Unilever acquired a majority stake in Nutrafol in 2022. Since then, the brand has doubled in turnover, landed in US beauty giant Sephora, and launched in China through cross-border e-commerce in 2023.

More than 1 million US consumers now choose its range of science-backed, physician-formulated products and Nutrafol is the nation's No.1 dermatologist-recommended hair growth supplement brand.^[e]

The brand is also seeing strong sales through its own direct-to-consumer channels - in fact the majority of Nutrafol's orders and subscriptions currently come through the brand's own platforms. Some 80% of Nutrafol's DTC revenue is driven by repeat purchasers, and 63% of customers have ordered more than four times, demonstrating exceptional consumer loyalty.

Getting to the root of hair thinning

Nutrafol works by taking a whole-body approach to address key root causes of hair thinning and shedding - factors that range from stress to hormones, metabolism and more.

For instance, a poor diet can lead to nutrient gaps leaving hair follicles without the nourishment they need to thrive. This can also be further impacted by stress or nutrient absorption from the gut microbiome.

Hormonal changes that come with ageing can make the body more susceptible to dihydrotestosterone (DHT), which can cause hair follicles to shrink or close.

And stress - whether it's emotional or physical - affects the levels of cortisol in the body, which can cause hair follicles to shift from the growth phase to a resting phase, accelerating hair shedding.

Ingredients to improve hair health

Nutrafol's physician-formulated, non-GMO, tested supplement formulas are uniquely tailored to support hair health based on factors such as consumers' bio-specific needs, life stage and lifestyle.

The brand's Hair Growth Nutraceuticals feature 100% drug-free and standardised ingredients that target six root causes of hair thinning. Formulasare backed by clinical studies, with extensive research to confirm the efficacy of ingredients and end products.

Nutrafol also boasts 20 clinical studies including three randomised, placebo-controlled trials - the gold standard in clinical testing.

Nutrafol's exclusive Sensoril® ashwagandha, harvested in India, helps to balance stress hormones and in turn support a healthy hair growth cycle. Sensoril has been studied in over 12 published pre-clinical and biomarker studies. Clinical studies with Sensoril have been conducted with a wide range of participants, focusing on its cognitive health benefits, specifically around stress and sleep management.

Nutrafol Women, Women's Balance and Men all contain marine collagen peptides that are sourced from the North Atlantic and Pacific Ocean. The scales of the fish are processed into collagen peptides by upcycling the skin instead of throwing it away. Clinical studies have shown that improved bioactivity of collagen increases the body's collagen storesto support healthy hair and skin.

Curcumin is another key ingredient in Nutrafol Women, Women's Balance and Men. Found in turmeric, it has inherent antioxidant activity that can help to address multiple causes of hair thinning.

Science, technology and evidence

"What sets Nutrafol apart is our unwavering commitment to cutting-edge science, advanced technology and evidence generation - all in support of the success of our customers on their hair-health journeys," says CEO and Co-founder Giorgos Tsetis.

"As the pioneer in the hair-health category, Nutrafol is redefining industry standards with research-backed, clinically tested products that deliver transformative results. We're changing the way people think about hair as a reflection of their overall health - and, in turn, how they approach hair thinning. Our brand's growth is a powerful testament to this shift."

• Science & Innovation