How Nutrafol Plans to Supercharge Its Men’s Business

As it marks 10 years in business, Nutrafol is betting on men’s for its next leg of growth.

The Unilever-owned brand is launching a Men 50+ Hair Growth Nutraceutical, marking its second men’s hair growth supplement and the first to tackle a specific life stage for men, which has been the signature approach for the brand’s hero women’s range.

Priced at $88 for a 30-day supply of capsules, the supplement adresses hair loss among Gen X and Boomer men for whom later-stage androgenetic alopecia is perhaps one cause of hair loss, but aging and collagen loss, among other biological shifts, are the foremost culprits.

“Your biology shifts when you hit 50 as a male, and we very much saw this was an unmet need,” said Cindy Gustafson, chief executive officer of Nutrafol. “Men are often told that hair loss is inevitable, because it’s just what happens when you age, or they’ve had very narrow treatment options available.”

The Men 50+ supplement taps saw palmetto, spermidine, moldavian dragonhead and tributyrin, aiming to boost collagen renewal, cellular health and stress defense. It will be available direct-to-consumer and at ulta.com, as well as on Amazon, where Nutrafol ranked as the number-two beauty brand in 2025, according to Navigo Marketing, following only CeraVe.

Men comprise roughly 20 percent of Nutrafol’s customer base while women, for whom the brand offers a more developed range of targeted supplements, make up the majority. Male Nutrafol customers, though, are very loyal: 12-month data shows they demonstrate a lifetime value that is 39 percent higher than women subscribers.

“When women start to lose hair — they have their dermatologist on speed dial,” said Dr. Heather Woolery-Lloyd, Nutrafol’s chief medical officer. “Women are extremely proactive when it comes to hair thinning, whereas men might say, ‘you know what — I feel like my hair is thinning,’ but their first thought is not to go to a dermatologist and investigate.”

Still, a 2025 GoodQues x Nutrafol study showed that 54 percent of men over 50 report some level of hair loss, and 50 percent say that maintaining their hair is important.

“We see a lot of opportunity in the men’s space, and as we’ve been readying ourselves for this launch, we’ve been doing a lot more on the education front for men,” Gustafson said.

Last fall, Nutrafol struck its first multiyear sports partnership with Major League Baseball as the league’s Official Hair Growth Partner. The brand also became the first hair growth supplement brand to earn the National Sanitation Foundation’s Certified for Sport certification, which has historically been more commonly sought out by performance-related ingestible brands like Athletic Greens and C4.

With the launch of its MyNutrafol app in December, which helps customers track their progress and consult with the brand’s naturopathic doctors for free, Nutrafol aims to further its goal of growth through education.

“This life-stage approach for men has been a long time in the making, and we will continue in 2026 to think about how to address the need states of men and women differently — that’s a huge piece for us,” Gustafson said.