A Greek entrepreneur who grew up in the Netherlands and carved out an impressive personal journey managed, together with his collaborators, to create a company addressing hair loss—and landed on the Forbes list of the most dynamic young entrepreneurs after selling their idea to a multinational for $1.025 billion.

A former model turned entrepreneur, Tsetis launched Nutrafol out of personal necessity after struggling with hair loss and the harsh side effects of treatments. With a background in engineering and a passion for holistic health, he pioneered a scientifically grounded approach that millions now trust worldwide.

Tsetis is also a philanthropist and opinion leader, shaping global wellness trends and dedicating his life to positively impacting others.

The Beginning of the Story

Born in Chania, Crete, with both Dutch and Greek heritage, Giorgos Tsetis was raised with a mix of cultures. At age seven, his family moved to the Netherlands, choosing a quiet village, where he attended local schools and developed sharp early observational skills.

As a teenager, he was restless, intelligent, and resourceful. He studied mechanical engineering at The Hague University of Applied Sciences. Wanting independence and not to burden his parents, he leveraged his good looks and began working as a model, achieving success in the glamorous world of fashion.

Photo shoots, fashion editorials, and high-profile runway shows entered his portfolio. He traveled from Paris, Milan, London, to Cape Town and the U.S., participating in shows and campaigns for John Galliano, Versace, Yves Saint Laurent, and mingling with designers, famous models, and personalities like Anna Wintour.

While modeling funded his studies, engineering remained his true passion. His modeling career peaked when he signed with Wilhelmina Models in New York in 2009. “They said if you can make it in New York, you can make it anywhere. That’s absolutely true!” he recalls.

“It was tough to survive back then, with fierce competition,” he adds. When the financial crisis struck, New York was hard-hit across multiple sectors. Giorgos continued modeling while pursuing engineering, sending out dozens of résumés that initially went unanswered.

Undeterred, he returned to a New York university to specialize in structural engineering and eventually found work thanks to the city’s construction boom. His persistence paid off, and through intelligence and determination, he eventually founded his own company. “I was very happy and fortunate to have both modeling and engineering experience at that time,” he notes. “In Europe, it may have seemed like an odd combination, but in New York, people understood what it takes to survive.”

But even this was not enough for the ambitious Greek—he dreamed of creating something with lasting international impact.

Turning Personal Struggles into a Life’s Purpose

In the early 2020s, Giorgos Tsetis began losing his hair, a blow to both his career and confidence. He visited multiple doctors. In the Netherlands, he tried a standard prescription treatment, which caused sexual side effects.

Recognizing a market gap, he teamed up with a talented scientist friend to find a better solution for millions facing hair loss worldwide. They discovered that typical dietary supplements did not address the root causes of hair loss—stress, inflammation, hormonal imbalances, and lifestyle factors. Understanding the multifactorial nature of hair health, they invested their savings into research and developing an effective alternative solution.

“We didn’t start Nutrafol to make money. We started because we believed there was a better way to tackle the problem,” Tsetis explains.

“We invested all our capital into research and consulting to develop pills that address the issue naturally and effectively.”

What began in 2014 as Giorgos’s personal search for a safe, effective hair-loss solution evolved into a massive success story. More than 26 clinical studies validated their formulas, with a focus on women’s hair health during childbirth, menopause, and high-stress periods—issues often overlooked by commercial products.

Their formula became the #1 dermatologist-recommended hair growth supplement in the U.S., trusted by over 2 million users. The brand entered major retailers like Amazon and Sephora, generating hundreds of millions in revenue.

In 2022, Unilever acquired a majority stake for over $1 billion, marking the largest deal in the supplement industry at the time. Under Tsetis’s leadership, Nutrafol introduced personalized treatments, advanced diagnostics, and large-scale telehealth support, while continuing to promote wellness education. Cindy Gustafson, the then CMO, became CEO, while Tsetis assumed the role of Chairman and advisor to Unilever’s broader Wellness portfolio. Recently, in 2025, he completed the sale of the remaining shares, valuing the company at well over $3 billion.

Today, based in London, Giorgos Tsetis focuses on investments, philanthropy, and new ventures through his family office, guided by his commitment to purpose, science, and authenticity.

He has made it his life mission to introduce as many people as possible to wellness through seminars and programs, serving as a living example of success. His motto? Nothing is impossible. “Personal challenges can ignite innovation and create global impact,” he says, with the confidence of someone who has achieved it.