• by Les Luchter , February 24, 2026

“Nutrafol has spent years building trust through science-forward, testimonial-driven storytelling -- and that commitment isn’t changing,” Deena Bahri, CMO of the Unilever hair growth supplement brand, tells Marketing Daily. “But with that strong foundation in place, we’ve earned the credibility to expand creatively. Once you’ve established authority, you have the permission to show up in culture with more dimension and personality.”

Nutrafol’s personality changes with the brand’s new “Under Every Hat, There’s a Comeback” campaign, which uses humor as the “best way to address” what Bahri calls the reality that “hair thinning, especially for men, can be uncomfortable to discuss.”

The campaign, running through the rest of the year with, will kick into high gear next week with initial placements during “College Basketball Championship Week” on ESPN, to be followed later in March with the “World Baseball Classic: on Fox and MLB’s opening Day on Netflix and NBC, followed in April with the “NBA Playoffs” on Prime Video .

Two of three spots created by nice&frank in its first work for the brand also involve sports.

“For years, Mike’s worn a baseball cap to hide his thinning hair,” intones a movie trailer-like voiceover in one of them, with an opening visual of Mike at bat, “which makes everyone think he’s good at baseball.” In truth, though, the V.O. continues, “he’s terrible. But, since choosing Nutrafol to help him grown visibly thicker, fuller hair, he’s on track for a comeback…just not one that involves baseball.” Visuals then show Mikes’s ineptness at the plate followed by him taking off his cap, as the V.O. concludes, “Hats off to you, Mike.”

Leading up to the TV launch next week, Nutrafol today begins a social tie-in with the Cameo fan platform and Robby Berger’s “Bob Does Sports” YouTube channel, which has more than 1.3 million subscribers.

Bahri describes this as a “limited-time offer where consumers who select the ‘Nutrafol Men special’ receive access to a ‘Brilliantly Dumb Cameo’ from Robby at a special rate,” explains Bahri.

She says that Berger “has been open about his own hair journey,” and the Cameo video serves to “turn the campaign insight into something participatory and shareable: a way for fans to send a personalized, humorous message to a friend navigating thinning hair, really bringing the campaign full circle.”

The total campaign, Bahr says is “full funnel effort” designed to “drive broad brand awareness” while shifting consideration and conversion within a traditionally hard-to-reach men’s audience.”

“Many men default to legacy therapies that may not align with their lifestyles, or resign themselves to “letting it go” altogether,” she explains. “Our goal is not only to drive performance metrics, but to meaningfully move the needle on confidence, helping men feel back in control of their hair growth journeys.

“It’s the right time for us as a brand to push into this territory.”

Nutrafol, which launched in 2014, was acquired by Unilever four years ago.