Nutrafol Men

VP of Creative, Nutrafol

Nutrafol Men was built to exist in dialogue with the master brand while speaking to a distinctly different audience. Rooted in the same sense of elevated credibility, the system was designed to evolve across life stages and product lines without losing coherence. An initial direction that leaned athletic and dated was reworked into a more dimensional world, one that introduces color, texture, and a more nuanced portrayal of men. Hair is treated as a living element, and men are shown as multifaceted, at once athletes, partners, fathers. The visual language moves fluidly between editorial and product, from GQ-like storytelling to contextual still life, allowing humor and scientific language to coexist naturally within the same brand.

UNDER EVERY HAT THERE’S A COMEBACK

Developed in partnership with Nice & Frank, Under Every Hat There’s a Comeback is rooted in a simple, disarming truth: men have found an easy solution to hair loss. They put on a hat and pretend the problem isn’t there. It’s so normalized that we all know men we’ve never seen without one. The campaign uses that universal behavior as an entry point, introducing humor without diminishing the emotional weight of the category. Hats become both a device and a metaphor, a way to reveal what’s hidden, while offering a way forward. Nutrafol is positioned not just as a solution, but as a partner in growth, giving men a reason to step out from under it. Even in its lightness, the work maintains a sense of elevation. Casting, styling, and environments feel aspirational, grounded in real life but composed with care. The result is a campaign that balances humor and honesty, reframing avoidance into possibility

GROW ON

We have teamed up with creative agency Sid Lee to create a campaign entitled, “Grow On.” Canadian artist Zach Zoya composed the anthemic song bringing depth to the story. 

Using real-life insights on the way men view and experience hair thinning, the campaign marks the first omnichannel campaign for the Nutrafol Men brand and included: national TV spots, a content partnership with GQ, OOH, a large-scale influencer campaign, and more. Its message is intended to shift the perspective of men's hair thinning and make Nutrafol synonym with growth in all its forms: personal, profesionnal and emotional.

Agency: SID LEE
Director: Janssen Powers

THE DROPS

To celebrate Nutrafol's first ever take over of Times Square, we released a ltd edition sweatshirt featuring the live campaign as part as our quarterly swag drops. 

Zach Zoya's anthemic song: Grow On hit Spotify as a complement to the campaign.

GQ X Nutrafol Men
BRANDED CONTENT SERIES

Nutrafol has teamed up with GQ to create a video series about Growth, through conversations in barbershops. Isaiah Hodgins, Nick Wooster, and Brendan Fallis talk all things hair and life, along with their barbers.

read more here