Filipino brand Novuhair enjoys sales growth in the US market

September 26, 2017 - 2:51 PM
Philippine-made Novuhair hair care products are now available in US retail outlets. Image courtesy of Nutramedica.

The popular Novuhair products are now available in the US market. Nutramedica, the hair care product’s manufacturer and a 100 percent Filipino-owned company announced this development recently. The move is part of the company’s home-grown aim to establish its presence in the global market.

Mae Velilla, CEO of Nutramedica, said in a media conference that the company saw the demand for the product abroad especially among Filipinos who are familiar with the product.

Velilla announced that Novuhair is now available in California and other major areas in the US West Coast specifically at the Seafood City Supermarket branches, Island Pacific Supermarket branches, Arko Foods International as well as other Asian and Filipino stores.

Since it was launched in the market early this year, Novuhair’s sales has reached over Php 8.2 million or US$163,000.

Velilla shared, “We’re targeting Php 390 million or $7.7 million in annual sales within the next three years. This year, our target is $ 1 million.”

The CEO said they have partnered with Asian Commodities Company (ACC) as exclusive distributor of Novuhair’s portfolio of products namely: Novuhair Topical Scalp Lotion in 200 ml ($ 70); the 2-in-1 pack composed of the Topical Scalp Lotion and Herbal Shampoo ($ 99); and the 3-in-1 pack composed of the Topical Scalp Lotion, Herbal Shampoo, and Herbal Conditioner ($ 125).

Velilla noted that Novuhair products are being actively promoted to the Filipino community residing in California, which equates to about 1.1 million Filipinos, according to a data released in 2010 by the US Census Bureau.

“It is better to start with Filipino communities because Novuhair first became popular with their relatives here in the Philippines. Filipinos in the US usually ask their relatives here to buy Novuhair as pasalubong,” Velilla said.

Seafood City in San Francisco, California. Image courtesy of Nutramedica.

Moving forward, Nutramedica plans to further expand its reach in the mainstream market as well as broaden the reach of its distribution to other locations.

“Although Novuhair is currently being exclusively promoted to Filipinos, we have plans to enter the mainstream market soon,” Velilla said. “We are currently looking for distributors in the US East Coast and Canada. We are also planning to explore the Middle East market where we currently have an exclusive partnership for distribution with Bee Organic in Kuwait.”

Nutramedica banks on the Novuhair’s quality and the trust it gained from its loyal customers. The company firmly believes that it is a Filipino product that can gain global foothold.

“We have always stood by Novuhair as a globally-competitive product. It is the only topical scalp lotion in the market that has the highest concentration of natural ingredients and is FDA-certified and ASEAN Cosmetic Directive (ACD)-compliant,” Velilla also said in a separate statement.

Formulated by a German scientist who has expertise in herbal medicinal plats, Novuhair has certifications and recognitions under its belt.

The product is Halal-certified by the Islamic Da’wah and was awarded by Watsons Philippines as the “Most Successful New Brand” in 2012. It was also recognized as the leading medicated hair care brand from 2012 to 2015 by the latter.

It is made from 19 natural ingredients including ginger, ginseng, pennywort, vitamin B5; and natural essences of rosemary, peppermint, lavender, and lemongrass.

Although it caters for individuals struggling with hair loss, Novuhair is also recommended to use as early as your late 20’s.

“That is the onset. We’re advocating for early prevention and detection. If you use it regularly, it would not progress,” Velilla advised.

For more information, US customers can visit or