New Nordic UK Review 2026: Hair Volume and the Claims Behind It

New Nordic has been selling supplements in the UK for decades under its Scandinavian-rooted branding, with Hair Volume as its best-known product on the Holland & Barrett shelf. The company has real scale, a public listing, and genuinely strong day-to-day customer service ratings. It also has a documented, repeated history with UK and US advertising regulators over health claims that were ordered to stop, and then resurfaced. That tension, a well-liked brand with a real regulatory record, is the honest story here, and it's worth understanding both sides before spending money on a supplement that promises more than most in its category can actually prove.

PickSuperb Verdict Box

New Nordic UK is a legitimate, long-running, publicly listed company, not a fly-by-night operation. The specific concern here isn't whether the business is real, it's whether its flagship Hair Volume marketing has consistently told customers the truth about what the product can do.

Brand Snapshot

New Nordic was founded in October 1990 by Karl Kristian Bergman Jensen, starting with a digestive tablet called Frutin before expanding into the much wider hair, skin, menopause, and magnesium range it sells today. Its parent company, New Nordic Healthbrands AB, has been publicly listed on Nasdaq's First North Growth Market in Stockholm since 2007, and reported group net sales of roughly £40 million in its most recent full-year results, with the UK specifically named as one of its best-performing European markets. The brand runs its own grower/extractor partnership program rather than owning a single factory, and distributes widely through Holland & Barrett (its largest UK listing), John Bell & Croyden, Victoria Health, and its own direct site, newnordic.co.uk.

Product Deep Dive: The UK Range and Hair Volume Pricing

Hair Volume, the brand's flagship product, costs £26.73-£26.75 for a 30-tablet pack or £64.22-£64.50 for 90 tablets, working out to roughly £0.71-£0.89 per tablet. The same formula is also sold as gummies (£21.75 for 60) and as a liquid shot (£35.00 for 15 sachets). Beyond hair, the range spans a Skin Care Collagen line (Collagen Filler £26.75, Collagen Shot £31.00-£35.00), a Longevity line (Creatine Gold gummies £28.00, L-Ergothioneine £25.00), and several Magic Magnesium formats (Glycinate, Citrate, and Malate, generally £18.00-£20.75 for tablets or £24.00-£30.00 for gummies and shots). The brand's own site offers a 20% subscription discount on orders over £35 along with free UK delivery, both features that show up repeatedly and positively in customer reviews.

New Nordic UK — Core Product Pricing

Pros and Cons

Pros

•      Trustpilot's brand-wide UK score is a strong 4.4 out of 5 across 430 reviews, with 84% at five stars

•      Free UK delivery and a 20% subscription discount are consistently praised in customer reviews

•      Wide, established UK retail distribution through Holland & Barrett and other major health retailers

•      A genuinely broad product range beyond hair, including magnesium and menopause-focused lines that draw separately positive feedback

•      35 years of operating history and a public listing, this is a real, financially substantial company, not an anonymous storefront

Cons

•      Independent review site Consumer Health Digest rates Hair Volume specifically at 3.5/5 overall and a lower 2.9/5 on its user-rating sub-score, concluding it may improve hair appearance but does not regrow hair

•      The UK Advertising Standards Authority upheld a 2017 complaint against New Nordic ads for unauthorised health claims

•      A separate 2013 UK ruling specifically found Hair Volume's claims of reversing genetic pattern hair loss in women to be misleading

•      The US National Advertising Division referred New Nordic to the FTC after finding previously-discontinued Hair Volume claims had resurfaced in later marketing, a documented repeat pattern

•      Multiple Hair Volume reviewers report large, non-film-coated tablets that are difficult to swallow

What Real Customers Are Saying

"Woke me up instead of helping me to sleep and has given me a headache. I'll never take another one."  — Sarah Eyles, verified Trustpilot UK review

"I cannot praise New Nordic enough. I had bad sweats until I started on Meno Joy, then I was human again."  — Janet Darby, verified Trustpilot UK review

"Cannot swallow, stuck in throat, because the size of tablet is like a dinosaur, without a film coat."  — Hashim Zahoor, verified Trustpilot UK review

"I find the staff very friendly and helpful. Delivery of products is prompt."  — Margaret Piggott, verified Trustpilot UK review

"I was charged £79.11 for my first Nordic experience and was told I hadn't read through it properly."  — Winifred Mashiter, verified Trustpilot UK review

How New Nordic Compares to the Competition

On price alone, New Nordic's Hair Volume sits comfortably in the middle of the UK hair-supplement shelf, undercutting Nourkrin meaningfully while roughly matching Viviscal per tablet. None of the three brands in this category has strong independent clinical evidence behind dramatic hair-regrowth claims, which is worth keeping in mind regardless of which one a shopper picks.

Who Should (and Shouldn't) Buy New Nordic

Good Fit: Someone Trying Magnesium or Menopause-Focused Products

Reviews of New Nordic's Magic Magnesium and Meno Joy lines are specifically positive and don't carry the same regulatory baggage as Hair Volume, making these a more straightforward recommendation within the same brand.

Good Fit: Someone Who Wants Reliable UK Delivery and Service

The brand's logistics and customer service genuinely earn their strong Trustpilot reputation, free delivery, a fair subscription discount, and responsive support show up again and again in positive reviews.

Weak Fit: Anyone Buying Hair Volume Specifically for Dramatic Regrowth

Given the 2013 UK ruling, the 2017 ASA ruling, and the US NAD's referral to the FTC over resurfacing claims, anyone buying Hair Volume expecting the kind of regrowth the marketing has historically implied should go in with real skepticism about what the product can deliver.

Weak Fit: Anyone Who Struggles With Large Tablets

The gummy or liquid-shot formats are a sensible substitute given how often standard Hair Volume tablets come up in swallowing-difficulty complaints.

Our Top Pick in the Lineup

Within New Nordic's own range, the Magic Magnesium Glycinate line is the easiest recommendation, it's priced reasonably, draws specifically positive reviews for helping with sleep and muscle-related complaints, and carries none of Hair Volume's regulatory history. For anyone still drawn specifically to Hair Volume, the gummy format at £21.75 avoids the large-tablet complaint and is the more sensible way to try the product than the standard tablets.

Pricing and Where to Buy

New Nordic products are widely available through Holland & Barrett, John Bell & Croyden, and Victoria Health, as well as directly through newnordic.co.uk, where a 20% subscription discount applies to orders over £35 alongside free UK delivery. Buying through a major retailer like Holland & Barrett rather than a subscription may be the simpler option for anyone who wants to avoid the recurring-billing confusion that shows up in some customer complaints.

Reading Supplement Marketing Claims More Critically

New Nordic's regulatory history is a useful reminder that applies well beyond this one brand: in the UK and US, supplement marketing exists in a space where a company can make a confident-sounding claim, get challenged by a regulator, quietly drop that specific wording, and then have similar language resurface in a later campaign, exactly the pattern the US National Advertising Division documented with Hair Volume. A practical habit worth adopting for any supplement purchase, not just this one, is checking whether a specific efficacy claim ties back to a named, published clinical study involving the actual product, rather than a general ingredient (zinc, biotin, collagen) that has broader research behind it in different contexts and doses. For New Nordic specifically, that distinction matters: ingredients like zinc and biotin are genuinely studied for people with diagnosed deficiencies, but that's a different claim than "this product will visibly regrow your hair," which is the specific language regulators have repeatedly pushed back on. None of this means the product does nothing, soft, cosmetic improvements in hair appearance are plausible and consistent with what independent reviewers report, it just means calibrating expectations to what's actually been demonstrated rather than what the strongest version of the marketing implies.

Frequently Asked Questions

Does New Nordic Hair Volume actually regrow hair?

Independent reviewers and regulators in both the UK and US have specifically challenged claims to that effect over the years. Consumer Health Digest's independent assessment concludes it may improve hair appearance and texture but does not regrow hair, and regulators have repeatedly ordered the brand to stop implying otherwise.

Has New Nordic had any regulatory issues?

Yes. The UK's Advertising Standards Authority upheld a complaint against New Nordic ads in 2017, a separate 2013 UK ruling found specific Hair Volume regrowth claims misleading, and the US National Advertising Division referred the company to the FTC after finding previously-discontinued claims had resurfaced in later marketing.

Is New Nordic a legitimate company?

Yes, it's a 35-year-old, publicly listed company on Nasdaq's First North Growth Market with roughly £40 million in annual sales and wide UK retail distribution. The concern here is specifically about marketing claims on one product line, not the company's overall legitimacy.

Why are Hair Volume tablets hard to swallow for some people?

Multiple reviewers describe the standard tablets as unusually large and not film-coated, which several specifically flagged as difficult to get down. The brand's gummy and liquid-shot formats are a reasonable alternative if this is a concern.

Is New Nordic cheaper through a subscription or buying direct from a retailer?

The brand's own 20% subscription discount on orders over £35 typically beats one-off retailer pricing at Holland & Barrett or similar stores, but it's worth weighing that saving against the recurring-billing complaints some reviewers report, particularly around a first order coming in higher than expected.

PickSuperb Scorecard

Final Verdict

New Nordic UK is a real, established company with genuinely good delivery and customer service, and several of its product lines, magnesium and menopause support in particular, draw solid independent feedback without any of the regulatory baggage attached to Hair Volume. The honest sticking point is specifically Hair Volume's marketing history: two separate UK rulings and a US regulatory referral over a span of more than a decade add up to a real, documented pattern rather than a one-off misstep, and that's worth weighing seriously before buying this specific product expecting dramatic results. For another wellness-adjacent brand we've put through the same kind of honest, claims-focused scrutiny, see our Eight Sleep Pod 6 review.