Lori Lauersen, senior vice president of global R&D at Unilever Wellbeing, explained that Grüns complements its other brands including Olly, SmartyPants, Nutrafol and Liquid I.V. by combining science-backed formulations with convenient, enjoyable formats that encourage long-term consistency. Rather than focusing solely on solving individual health concerns, Unilever Wellbeing is building a portfolio of trusted brands designed to help consumers proactively manage their health through evidence-based products that aim to fit seamlessly into everyday routines.
With more than 50% of Unilever Wellbeing’s sales coming from digital commerce, Lauersen said investing in capabilities that help consumers discover, learn about and engage with brands throughout their wellness journey is a key priority. She noted that direct-to-consumer and digitally native brands like Nutrafol are reshaping consumer engagement through online education, community building and personalized experiences. As an example, she pointed to Nutrafol’s “Shed the Silence” community as an example of how brands can foster conversations around sensitive topics, including hair thinning associated with menopause, weight loss and GLP-1 medications, while giving the brand a real-time feedback loop.
“[It’s] certainly very interesting for the brand to be able to look at,” she said. “Of course, some consumers are really bringing forward their own before-and-after images. Like this is what’s happening to me and this is what I’ve tried and this is the impact that it’s having—and that can be just so helpful.”
Scientific substantiation remains central to the company’s innovation strategy
“As the head of R&D, the fact that we’re looking at science-backed brands really makes my heart sing,” she said. “For us, it’s not a badge–it’s the foundation of innovation.”
Lauersen said consumers increasingly expect transparency, high-quality ingredients and clinical evidence supporting finished products—not just individual ingredients. She noted that Unilever Wellbeing conducted 17 clinical trials across brands including Nutrafol, Liquid I.V. and Olly in 2025, reflecting the company’s continued investment in scientific substantiation and consumer trust
Looking ahead, Lauersen said personalization, healthspan and the opportunities sound the growing use of GLP-1 medications are on her radar
“GLP-1 is not a trend–it’s a signal to us about the shift and the investment that consumers are willing to make in order to achieve the lifestyle and health goals that they have,” adding that it’s creating demand for complementary products that support hydration, nutrient intake and hair health
To hear more about Unilever Wellbeing’s growth strategy, the future of science-backed supplements and the trends shaping consumer health, listen to the NutraCast above or on your preferred podcast platform
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