The growing market from GLP-1s

When Branneisha Cooper first began taking GLP-1 injection Mounjaro in late 2022, she heard online that she could experience temporary hair thinning and prepared for the worst.

But it would take about a year before she began noticing her hair falling out in clumps. Cooper said it was especially shocking because she has always had thick hair.

“I was really hoping it wouldn’t happen,” Cooper, 29, told CNBC. “What my provider had told me is that since you’re on the medication that’s allowed you to lose weight at a faster rate, that’s what can cause hair loss.”

Desperate to counteract the side effect, Cooper said she began prioritizing protein in her diet, taking vitamins intended to help her hair and investing in haircare products meant to stimulate the scalp to foster growth.

She’s one of a growing number of GLP-1 users experiencing temporary hair loss from the drugs, creating a new market for hair treatment products amid the weight-loss drug craze.

Cooper took to social media for support, where she found scores of other GLP-1 users experiencing the same thing. While the discourse was less frequent at the beginning of her weight-loss journey, the rise of GLP-1s has meant that more people are flocking to her page to commiserate and strategize.

“There has been an increase of people wanting to know how to tackle it, but it’s also a lot of people who are wanting to know how they can possibly prevent it, and that’s just something that I don’t have the answer to,” Cooper said.

According to Gallup, the use of GLP-1 drugs has more than doubled since early 2024. The KFF Health Tracking Poll found that roughly one in every eight U.S. adults, or nearly 13%, are currently taking a GLP-1 drug.

By 2030, JPMorgan estimates that roughly 25 million Americans will be on a GLP-1, up from just 5 million in 2023.

Zepbound, manufactured by pharmaceutical giant Eli Lilly, advertises common side effects on its website that include hair loss, nausea and vomiting, fatigue and more. Mounjaro, also a Lilly drug, warns of similar side effects, along with Novo Nordisk‘s Ozempic. Wegovy also includes hair loss in its possible side effects.

It’s a risk that’s common with any type of significant weight loss because of the body’s changes, according to Dr. Heather Woolery-Lloyd, a dermatologist and the chief medical advisor for haircare brand Nutrafol.

“When you are losing weight, either through a GLP-1 or any other type of weight loss, you may be taking in less nutrients, less protein, and the weight loss itself can be a stressor,” she told CNBC.

Those consumers have been increasingly seeking out solutions to ease the physical process, according to Circana. The Chicago-based market research firm estimates that GLP-1 households spend approximately 30% more on beauty products than non-GLP-1 households.

“Hair loss solutions continue to be a standout growth…