Nutrafol is getting in on the smoothie craze.
The ingestible brand, known for its hair growth nutraceuticals, is partnering with Juice Press on a smoothie geared toward hair health, packed with ingredients like passionfruit, banana and kale. It also includes some key ingredients featured in Nutrafol’s Hair Growth Nutraceutical, including pea sprout extract and vitamin E.
“We launched a campaign called ‘More to Hair’ in April, that really gets into what are all the things that people don’t know happen in their daily lives that can impact their hair,” said vice president of brand marketing Jen Nichols. “Our campaign highlights causes people haven’t thought about.…A huge one for that is nutrition.”
The brand said it found that customers were lacking nutrition.
“We were looking at our hair health quiz [responses and] about 74 percent of our consumers consume less than three servings of fruits and vegetables on a daily basis, so for us looking at smoothies and the offering from Juice Press was a great way to help them with something that they’ve already let us know,” Nichols said.
To celebrate the launch, the brand is partnering with Nutrafol fan and model Ashley Graham, who will be seen prepping for the Met Gala with the new smoothie.
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“Ashley has been a real, longtime user of Nutrafol and she’s been pretty vocal about her own hair issues and needing something like Nutrafol to support them,” Nichols said. “She also happens to be a pretty big smoothie fan.”
In addition, Nutrafol will host a pop-up at the Greenwich Avenue location in New York City on May 17, where visitors can try free samples, receive hair health consultations and learn more about the brand.
Nutrafol, which recently launched its first skin care supplement for acne, is the latest brand to hop on the smoothie collab trend. Brands like Hailey Bieber’s Rhode, Kourtney Kardashian Barker’s Poosh and Sakara Life have bet big on the craze, and many have partnered with Los Angeles health food store Erewhon.
