Today marks the launch of a ‘Nu’ era of hair care as Nutrire, a bold, new line dedicated to innovative, skin-centric hair care launches to market. Nutrire is the first to offer a personalized system that addresses unique scalp and strand needs, featuring two advanced treatment scalp serums, three scalp-focused shampoos, and four strand-specific conditioners. As a nod to the brand’s Italian roots, Nutrire means “to nourish,” and represents the brand’s commitment to nurturing hair from follicle to tip through a customizable regimen that delivers real results.
Nutrire follows a three-part nourishing system based on fundamental skincare principles:
Treat with clinically proven scalp serums that improve overall scalp health day and night.
Cleanse with shampoos based on scalp type (dry, normal, or oily).
Condition with conditioners based on hair type (fine, medium, thick, or damaged).
This distinctive approach offers a holistic, transformative, and indulgent hair care routine that is thoughtfully tailored to each individual’s specific needs.
“This launch marks a bold departure from traditional hair care norms. Where the category often focuses solely on the strand or bundles shampoo and conditioner together to address a single concern, Nutrire rewrites the script by delivering the most potent nutritional formulas for both the hair and scalp. We refuse to let consumers compromise – pairing clinical performance with the elegance of tailored, luxurious care. Nutrire is about empowering people to achieve their healthiest, most vibrant hair, supported by a transformative approach that truly elevates scalp and strand health.” said Kristen Chase, General Manager at Nutrire.
Nutrire originates from the rich heritage of Tricoci Salon and Spa, a nearly 50-year-old beauty icon rooted in the greater Chicago area. Strategically developed within its forward-thinking CPG incubation hub, Nutrire fuses luxury and efficacy to set a new standard for beauty, driven by professional expertise and clinically proven technology.
Developed in collaboration with expert estheticians, trichologists, and hairstylists, the brand has redefined scalp and strand care from the inside out, infusing decades of expertise into every formula. At the core of Nutrire’s formulas is the proprietary Complex8™ technology, a blend of science-backed and naturally derived ingredients that block DHT —the hormone responsible for weakening hair and leading to shedding—allowing hair follicles and strands to remain open to receiving nutrition for healthier, stronger hair. Each formula was carefully developed to target specific concerns using skincare powerhouses such as niacinamide and lactic acid, potent naturals like red clover and mango butter, and clinical actives such as Peachcalm and Nutrinvent Balance™ to deliver a luxurious haircare experience that truly transforms hair.
“This is how everyone should be caring for their scalp and strands. 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. In my experienced, professional, product loving, hair-health obsessed opinion, Nutrire is what has been missing from hair care,” said Clariss Rubenstein, Celebrity Hairstylist Ambassador at Nutrire.
