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Why Building a Billion-Dollar Brand Wasn’t the Goal



Building a real business by solving a real problem—without cutting corners, especially when people’s health is on the line.


What we get into


In this conversation, Lee sits down with Giorgos (Nutrafol co-founder) to unpack how a personal health problem turned into a category-defining brand, without obsessing over “building a billion-dollar company” as the goal.


They talk about why “good enough” isn’t good enough in wellness, how most supplements fail consumers, and what it actually takes to create trust when you’re selling something people put in their bodies.


Highlights from the conversation


  • Why Giorgosleft engineering to build something he felt truly mattered

  • Hair loss as an “inner wellness” signal, not just a cosmetic issue

  • The problem with one-variable solutions (and why root causes matter)

  • The line that guided their approach: no cutting corners when it comes to health

  • How Nutrafol approached efficacy: ingredients, dosing, and real clinical trials

  • Why women’s hair health demand surprised him early on

  • Personalized products by life stage (men, women, menopause, postpartum) + boosters

  • Using diagnostics (including hair analysis) to support better outcomes

  • Heavy metals, everyday exposures, and why “healthy” still needs proof

  • Building a company around holistic value: customers, team, culture, and community

  • Why the goal shouldn’t be “exit fast”, and how that mindset changes decisions

  • What founders get wrong when they optimize for a sale instead of a mission

  • Post-exit identity and purpose: why some founders struggle after “winning”

  • Giorgos’ current focus: building a sustainable engine to fund high-impact nonprofits

  • A bigger question: what does “humanity thriving” actually look like?


Quotes worth pulling


  • “We simply wanted a good enough alternative, without the side effects.”

  • “Hair is a reflection of what’s happening from within.”

  • “There’s no such thing as cutting corners when it comes to health.”

  • “Build it like you never want to sell it.”


Who this episode is for

  • Founders building in wellness, health, or any trust-heavy category

  • Entrepreneurs trying to balance growth with integrity

  • Leaders thinking about culture, mission, and value creation beyond profit

  • Anyone who’s ever wondered if “success” is supposed to feel different


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