How Nutrafol CEO Cindy Gustafson is reaching men, growing retention with tech and plotting expansion
About this episode
Cindy Gustafson discusses her achievements as CEO of Nutrafol, focusing on customer needs and business growth strategies.
Cindy Gustafson has checked off a laundry list of accomplishments during her first 18 months as CEO of Nutrafol. This includes an app launch designed to improve retention and a product release tailored to reach one of its smallest customer demographics in men over 50. These rollouts happened while she led the team toward double-digit growth during 2025, her first full year as CEO, on a path to soon reach $1 billion in annual sales. “You need a real commitment to delivering on something someone actually needs [in order to win this category],” Gustafson told host Lexy Lebsack. “We actually have quite a small portfolio of products, [unlike our competitor] brands that have hundreds and hundreds of SKUs. We are not that kind of a brand. We are not that kind of a business.” Instead, Gustafson has stayed hyper-focused on delivering on its main promise of improved hair growth. “We have been so fixated on really delivering against what a customer needs and what a customer is looking for, and staying very, very grounded in that,” she said. Gustafson is a veteran exec whose CV includes Weight Watchers, Bark, Mindshare and Unilever. She spent 18 months as chief marketing officer of Nutrafol…
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