Nutrafol

What Nutrafol does

Nutrafol is a New York-based nutraceutical company that formulates and sells clinically tested, drug-free hair growth supplements and topical scalp care products. Founded in 2014 by Giorgos Tsetis and Dr. Sophia Kogan, the company targets six root causes of hair thinning (hormones, stress, nutrition, metabolism, lifestyle, and aging) through its proprietary Synergen Complex, a blend of 21+ botanical ingredients, vitamins, and minerals protected by three U.S. patents. The product portfolio includes six core oral supplements segmented by gender, age, and life stage (Women 18-44, Women's Balance 45+, Women's Vegan, Postpartum, Men 18-49, Men 50+), topical products (shampoo, conditioner, hair serum, scalp mask, men's 2-in-1), add-on boosters, combination kits, and diagnostic services including Hair Mineral Analysis and naturopathic consultations.

The business operates primarily through a direct-to-consumer subscription model with products priced at approximately $79-$88/month per supplement, supplemented by one-time purchases and bundled kits. Distribution spans nutrafol.com, Amazon, Ulta.com, and healthcare provider recommendations, with marketing supported by influencer partnerships, content marketing, referral programs, and a multi-year Major League Baseball sponsorship. Unilever acquired a majority stake in 2022 for over $1 billion at a $3.5 billion valuation, integrating Nutrafol into its Wellbeing division; co-founder Tsetis sold his remaining equity in early 2024 and stepped down as CEO, with Cindy Gustafson assuming the CEO role. The company serves 1.5+ million customers globally and is recognized as the #1 Dermatologist-Recommended Hair Growth Supplement Brand (IQVIA ProVoice) with NSF Certified for Sport and MyMicrobiome certifications.

Name

Nutrafol

Legal name

Nutraceutical Wellness Inc.

Website

https://nutrafol.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

251–500 employees

Short description

Nutrafol is a New York-based nutraceutical company that formulates clinically tested hair growth supplements and topical scalp care products targeting six root causes of hair thinning, serving 1.5+ million consumers globally through DTC subscriptions and major e-commerce channels under Unilever's Wellbeing division.

Ownership category

akta.pro rank

Product category

Hair Growth Nutraceuticals

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth) (CRABABAE)

akta.pro secondary industries

Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Shampoo & Scalp Cleansers (CRABABAA)

Keywords

• Hair growth supplements
• Nutraceutical hair care
• Scalp care products
• Botanical hair wellness
• Hair thinning supplements

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D

Revenue model

1. Hair Growth Nutraceuticals (Subscription): Core revenue driver through subscription-based sales of oral supplements for hair growth. Available in gender-specific formulations (Women's, Men's, Men's 50+) and life-stage specific versions (Postpartum, 45+). Subscriptions offer 10% discount vs one-time purchase.
2. Topical Hair Care Products: Revenue from topical products including shampoo, conditioner, scalp mask, and hair serum. Sold as individual items or in bundled kits (e.g., Fullest Hair Kit).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Nutrafol manufactures and sells clinically tested, drug-free hair growth nutraceutical supplements and topical scalp care products for men and women. Its core line consists of six demographic-specific oral supplements (Women 18-44, Women's Vegan, Women's Balance for 45+, Postpartum, Men 18-49, Men 50+) built around a proprietary Synergen Complex of 21+ botanical ingredients targeting six root causes of hair thinning. The company also sells physician-formulated scalp care topicals (shampoo, conditioner, hair serum, scalp mask, 2-in-1 men's cleanser), booster add-ons, combination kits, and offers Hair Mineral Analysis and naturopathic doctor consultations.

Product overview

Nutrafol offers a comprehensive hair wellness platform built around clinically tested, physician-formulated nutraceutical supplements and topical scalp care products. The core product line consists of six specialized hair growth nutraceuticals tailored to different demographics: Nutrafol Women (18-44), Women's Balance (45+), Women's Vegan (plant-based), Postpartum (post-childbirth), Men (18-49), and Men 50+ (50+). These supplements target six root causes of hair thinning (hormones, stress, lifestyle, nutrition, metabolism, and aging) using the proprietary Synergen Complex. Complementing the supplements is a line of topical scalp care products including Hair Serum, Root Purifier Shampoo, Strand Defender Conditioner, Scalp Mask, and Men's Active Cleanse 2-in-1. The company also offers booster supplements for targeted support (Stress Adaptogen, Hairbiotic, Collagen Infusion, Hormone Support, Toxin Cleanse, B-Energized for women; DHT Inhibitor and Collagen Builder for men), combination kits (Fullest Hair Kit, Men + Serum Kit, Men + Shampoo Kit), and services including Hair Mineral Analysis, ND Phone Consults, and the myNutrafol mobile app. All products are drug-free and many are vegan, with NSF Certified for Sport and MyMicrobiome certifications on applicable products.

Differentiator

Problem solved

Functional benefit

Products and services

• Nutrafol Women Hair Growth Nutraceutical

Quantifiable outcome

• Male customers demonstrate 39% higher lifetime value than female customers
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered flagship, core and minor.

• Major League Baseball (MLB)flagshipGTM or Marketing Partner · 1 January 2025Nutrafol named Official Hair Growth Partner of Major League Baseball in multi-year partnership beginning with the 2025 Postseason. The partnership includes branding at MLB events, player partnerships through MLB Players Inc. licensing, and exclusive product offerings for baseball fans.
• NSF InternationalcoreStrategic or Co-development PartnerNSF International provides the NSF Certified for Sport certification for Nutrafol products, verifying they do not contain prohibited substances. This third-party certification is important for athlete trust and regulatory compliance.
• KeraplastcoreTechnology or IntegrationKeraplast supplies keratin ingredients used in Nutrafol's proprietary Synergen Complex formulations for hair growth products.
• Major League Baseball Players Inc.minorGTM or Marketing PartnerMLB Players Inc. is the licensing arm enabling Nutrafol to create player-related marketing and exclusive products as part of the MLB partnership.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Viviscal: Viviscal is a direct competitor selling hair growth supplements with a marine complex (AminoMar) plus biotin and zinc. It targets the same hair thinning demographic and is sold through similar retail and DTC channels, making it the closest comparable to Nutrafol.
• Vegamour: Vegamour sells plant-based hair growth supplements and topical serums directly competing with Nutrafol in the natural/botanical hair wellness category. It targets the same vegan/clean beauty consumer with a subscription model.
• HairLaVie: HairLaVie offers clinically-tested hair growth supplements positioned as a natural alternative to Nutrafol, including DHT-blocking formulations for men and women. It targets the same demographic and price range.
• Hims & Hers Health: Hims & Hers offers telehealth-based hair loss treatments including prescription finasteride and minoxidil, plus topical and oral solutions. It competes directly with Nutrafol for hair loss customers, particularly male consumers, with a more affordable subscription model.

Emerging players

• Moon Juice: Moon Juice sells adaptogenic and beauty-from-within supplements including hair health products with a similar premium, wellness-oriented positioning. While broader in scope, it competes for the same female wellness consumer.
• Function of Beauty: Function of Beauty sells personalized haircare products including shampoos and conditioners through a customization model. While not nutraceutical-focused, it overlaps with Nutrafol's topical haircare expansion and target consumer.
• Prose: Prose offers custom-formulated haircare including scalp and hair growth products with a personalized subscription model. It competes with Nutrafol's topical line for the same premium female consumer seeking customized hair solutions.
• Care/of: Care/of sells personalized vitamin packs including hair health supplements via a quiz-based recommendation engine. It overlaps with Nutrafol in the personalized wellness subscription category targeting similar female consumers.

Broad incumbents

• Rogaine (Johnson & Johnson): Rogaine is the OTC minoxidil incumbent and the most clinically established topical hair growth treatment. It represents the pharmaceutical alternative to Nutrafol's natural nutraceutical approach for the same hair thinning consumer.
• Kérastase (L'Oréal): Kérastase is L'Oréal's professional haircare brand offering scalp and hair growth treatments including the Genesis and Densifique lines. It competes with Nutrafol's topical expansion through professional salon distribution and premium retail positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/nutrafol
• TikToktiktok.com/@nutrafol

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nutrafol