Nutrafol expands into topical hair care with Men’s Active Cleanse
Nutrafol, a brand known for its hair wellness supplements, has launched Men’s Active Cleanse 2-in-1 shampoo and conditioner, reflecting a growing trend in the cosmetics and personal care industry toward holistic and science-backed solutions for hair thinning.
According to Dr. Brianna Diorio, Nutrafol’s Director of Product Education, the decision to expand into men’s hair care stems from the brand's understanding of men’s unique scalp challenges. “Globally, men actually experience more scalp concerns than women,” Diorio said, “and the ingredients in many common products on the market are actually contributing to stripping the scalp or clogging the pores.” Nutrafol’s new Active Cleanse is designed specifically to address these issues by simplifying hair care routines while promoting scalp health and addressing concerns like flakiness and dryness.
We spoke to Dr. Diorio to learn more about Nutrafol's latest product launch, including how the launch fits into the current men's hair care market, the R&D process behind Active Cleanse's launch, and Nutrafol's approach towards future hair care trends.
Addressing consumer demand for drug-free solutions
Diorio explained that Nutrafol’s market research revealed shampoo is the top hair product men purchase for thinning hair, making it a natural choice for the brand’s expansion into topical solutions. “Nutrafol’s Active Cleanse is designed to simplify and upgrade men’s haircare routines while targeting common visible scalp concerns that can lead to hair breakage and thinning,” she shared.
This focus on scalp health is crucial, she explained, because "for men with thinning hair, a healthy scalp microbiome is particularly important because a clean and nourished scalp promotes an environment for stronger, healthier hair."
Emerging trends in scalp-focused products
Nutrafol’s Active Cleanse launch comes at a time when consumers are increasingly seeking products that offer more than just cosmetic benefits. “Today's consumers are increasingly looking for science-backed solutions that address the root causes of their concerns rather than just masking them, and this applies to hair thinning,” Diorio explained. Nutrafol’s emphasis on balancing oil production and supporting the scalp microbiome reflects this shift in demand.
The Men’s Active Cleanse is also unique in its formulation. It is designed to be microbiome-friendly and is the first 2-in-1 shampoo and conditioner to receive certification from My Microbiome, highlighting its commitment to gentle, effective care. Diorio noted that Nutrafol’s product addresses a “broader consumer and industry appetite for scalp health and men’s hair thinning solutions,” positioning the brand as a leader in the growing market for scalp-focused personal care.
A complement to Nutrafol’s supplement line
Nutrafol’s Men’s Active Cleanse complements the company’s existing line of hair wellness supplements. While Nutrafol’s supplements target internal causes of hair thinning, such as hormonal imbalances and aging, the new 2-in-1 shampoo and conditioner focuses on external care as “Active Cleanse is a deep cleansing shampoo that dissolves excess oil and build-up without stripping a weakened scalp barrier,” said Diorio.
The product was formulated to offer benefits such as unclogging pores, removing build-up, and balancing oil production—all while supporting the scalp microbiome. This dual approach aligns with Nutrafol’s broader philosophy of promoting hair health from both the inside and out.
In addition to its focus on hair and scalp health, Nutrafol has also prioritized sustainability and ingredient transparency in the development of Active Cleanse. The product features biosurfactants, which Diorio described as “a bio-based cleanser that acts like an eco-friendly hero for your scalp,” offering a deep clean without stripping essential oils. This focus on eco-friendly ingredients aligns with the growing trend of sustainability in personal care, further differentiating Nutrafol in the competitive landscape.
The future of men’s hair care
The launch of Nutrafol’s Men’s Active Cleanse also signals a broader shift in the men’s grooming market. As more men prioritize scalp health and hair thinning solutions, products like Active Cleanse are expected to drive innovation within the industry. Diorio shared that Nutrafol’s drug-free, physician-formulated approach sets a new standard in performance, particularly in a competitive landscape where men’s grooming products are becoming increasingly specialized.
“With this launch, we’re continuing efforts to provide more offerings that are formulated to support the needs of our customers,” Diorio said. Nutrafol’s holistic and science-backed approach is poised to influence future trends in scalp health and hair care, encouraging a move away from harsh, chemical-laden products in favor of more balanced and microbiome-friendly solutions.
As Nutrafol continues to expand its product offerings, its commitment to educating consumers about the connection between scalp health and hair growth remains a central part of its strategy. “We believe that products like Active Cleanse will drive an industry shift toward holistic hair-thinning solutions for men,” Diorio concluded. With this launch, Nutrafol is not only addressing a clear consumer need but also setting a new benchmark for performance and innovation in the personal care market.
