With increasing focus in the hair-care industry turning to scalp health, the new brand Nutrire has launched with a premier skin-centric product line that includes: three shampoos based on scalp type, four conditioners based on strand type, and two advanced treatment scalp serums.
Nutrire follows a three-part system based on fundamental skincare principles:
- Treat with two clinically proven scalp serums for day and overnight;
- Cleanse with shampoos based on scalp type (dry, normal or oily);
- Moisturize with conditioners based on strand type (fine, medium, thick, or damaged).
“I fell in love with the concept of the line when I first learned about it, and the second I tried the scalp serums, shampoos and conditioners, I was sold,” says brand ambassador and celebrity stylist Clariss Anya Rubenstein.
The products were developed in collaboration with estheticians, trichologists, and hairstylists, and formulated with top skincare ingredients including niacinamide, squalane, and lactic acid, plus proven clinical actives Peachcalm to soothe irritation and Nutrinvent Balance for sebum reduction.
The hero ingredient is the brand’s proprietary Complex8 technology, formulated to block DHT, the hormone that weakens hair and causes it to shed.
It allows the hair follicle and strand to remain open to receiving complementary nutrients optimized for hair health and strength, such as red clover and mango butter. The Nutrire formulas boast rich, indulgent textures and clean herbal aromas that appeal to aficionados of luxury hair care. Its scalp serums apply and distribute with ease.
“This is how everyone should be caring for their scalp and strands,” says Rubenstein, whose celebrity clientele includes Leighton Meester, Cate Blanchett, and Alison Brie. “In my experienced, professional, product loving, hair-health obsessed opinion, Nutrire is what has been missing from hair care.”
The new brand is led by General Manager Kristen Chase, also the Chief Marketing Officer at Tricoci, who has formerly held executive marketing positions at L’Oreal, Kerastase Paris, and Shu Uemura Art of Hair.