Hair loss is something most consumers experience at some point, whether it’s extra strands in the shower or thinning along the scalp. It becomes increasingly common with age. 

According to Spate’s Popularity Index, the fastest-growing hair loss trends right now are hair shedding and hair growth sprays.

The US beauty nutrition market is valued at $1.3 billion and has expanded by nearly 22% between 2024 and 2025, according to Kline’s latest data. The report noted growing momentum in men’s wellness.

Men are increasingly incorporating beauty supplements into their self-care routines, especially products targeting stress, hair strength, skin health and overall vitality. Brands such as Nutrafol, Viviscal, Garden of Life, GNC, Hims and Bosley are leading this shift, capturing a fast-growing consumer base, said Kline in its report.

“Clinical validation has become a key differentiator. Brands that adopt a science-backed approach targeting specific biological mechanisms, including reducing inflammation, balancing hormones, enhancing collagen synthesis, and supporting scalp health stand out in a crowded market,” said Shruti Jain, analyst, beauty and wellbeing, Kline.

Nutrafol, the hair growth supplement maker known for its “bio-specific, whole-body approach”, launched Nutrafol Men 50+ Hair Growth Nutraceutical formulated specifically for men ages 50 and above. The product was created to address the biological shifts that occur around 50, according to the brand, which is owned by Happi International Top 30 company Unilever.

The physician-formulated, vegan supplement uses Nutrafol’s patented Synergen Complex Renewal to support the evolving biology of men 50 and older and is NSF Certified for Sport.

The new formula includes saw palmetto to help reduce the conversion of testosterone to DHT; moldavian dragonhead to promote natural collagen production in the body; spermidine to improve hair thinning; and a targeted blend of probiotics, antioxidants, vitamins and minerals to replenish common nutrient gaps.

Nutrafol Men 50+ expands the brand’s life-stage portfolio, joining the existing men’s hair growth formulation—Nutrafol Men—to offer a more tailored approach to hair wellness.

Supporting New Stages

In a nine-month study of men across midlife, 84% saw thicker, fuller hair and 90% reported slowed hair thinning after nine months, said the company. 

“At Nutrafol, our mission has always been to support people through every phase of life,” said Cindy Gustafson, CEO of Nutrafol. “We’ve long understood that hair health evolves with life stage. As men enter their 50s and beyond, their biology shifts in meaningful ways — yet options in the market rarely shift with them. Nutrafol Men 50+ was created to close that gap, addressing the age-related drivers of thinning and extending the same life-stage, whole-body approach that has transformed women’s hair health to men.”

As men reach their 50s, internal biology undergoes meaningful shifts: testosterone decreases by approximately 20%, collagen production slows, cellular aging accelerates, oxidative stress increases and nutrient absorption become less efficient. Stress and hormonal changes remain influential root causes of hair thinning.

According to a recent study by Nutrafol, 50% of men over 50 say maintaining their hair is important and 54% report that their hair isn’t as full as it used to be.

“Hair thinning isn’t one size fits all and men over 50 experience a distinct shift in hair biology that requires a different approach,” said Dr. Heather Woolery-Lloyd, chief medical advisor at Nutrafol. “Collagen declines, cellular aging accelerates, nutrient absorption decreases, oxidative stress increases, and hormonal balance evolve — all of which directly impact hair growth and quality.”

According to Dr. Woolery-Lloyd, Nutrafol Men 50+ is specifically formulated to multi-target these age-related root causes from within.

“By supporting the body’s changing biology, we can help men maintain the hair they have while promoting visibly fuller, healthier-looking growth,” she concluded.