How Did Nutrafol's Data Foundation Enable 60% Revenue Growth and a Successful Exit?
Unified customer data and trusted analytics set the stage for acquisition by Unilever—proving that data infrastructure is a growth multiplier.
Quick Facts
Key Takeaways
Unified data infrastructure enabled 60% revenue growth by giving teams trusted numbers and actionable insights
Segment Personas created rich customer profiles that powered personalized marketing across all channels
A modern data stack (CDP + Analytics + Warehouse) is foundational for DTC brands targeting growth or exit
Nutrafol is the #1 dermatologist-recommended hair growth supplement brand, now part of the Unilever Group. The company offers personalized, natural solutions for healthy hair growth through e-commerce subscriptions, retail (Amazon, Sephora), and a network of 4,500+ healthcare and hair professionals.
But before they could scale to that point, they needed to fix their data.
25,000+ Customers, Zero Reliable Way to Understand Them
The Business Problem
Nutrafol had 25,000+ customers and clinically proven products—but no reliable way to understand customer behavior or measure marketing performance.
What Was Broken?
Without trusted data, Nutrafol couldn't plan for growth. Every decision was based on incomplete information.
A Modern Data Stack Built for Growth
We started with deep discovery to understand Nutrafol's specific use cases and business questions. Based on that, we designed and implemented a complete modern data stack.
Technology Stack
Segment as the CDP (single source of truth), Mixpanel for product analytics, Iterable for lifecycle marketing, Snowflake + dbt for data warehousing, and Tableau for BI reporting.
Identity Resolution
The key unlock was Segment Personas (now Unify). We built rich user profiles that unified data across all touchpoints—including details like last product recommended and support ticket history.
Audience Synchronization
With unified profiles in place, Nutrafol could target specific audiences (high churn risk, recent cancellations) and sync messaging across email and paid digital channels.
Funnel Analytics
We built Mixpanel funnels visualizing the customer journey from quiz completion to purchase. The team could finally see drop-off by segment, conversion by campaign, and impact of page changes.
60% Revenue Growth and Acquisition by Unilever
The data foundation we built enabled Nutrafol to trust their numbers across every tool, understand customer paths to purchase, measure which campaigns drove revenue, personalize marketing at scale, and make data-driven decisions with confidence.
This Growth Trajectory Led to Unilever's Acquisition in 2022
"When it comes to data infrastructure, clarity is everything. Nutrafol was collecting all kinds of customer data from our website and different ad campaigns, but it was difficult to use. GrowthBench helped us through a data infrastructure reset, setting up Segment as our CDP and pushing those personas to Mixpanel for detailed insights."
