Your own personal chemist.
For your healthy hair & scalp journey.
Your own personal chemist. For your healthy hair & scalp journey.

Shampoo & conditioner designed just for you - that evolves with you.

How It Works
Answer questions
about yourself
Help your chemist get to know you by answering a few initial questions.
Get matched with your
personal chemist
Your personal chemist will design your initial formulas.
Your initial custom
formulations arrive
Designed by your chemist, freshly dispensed in the USA.
Check-in,
make adjustments
Your chemist will check your progress and make formulation changes as needed.
Our 11 Scents
Change your scent at any time while keeping the formula you love. New fragrance options added every quarter.
Green With Envy
green tea, honey
Verdant
grass, lilies, eucalyptus
Tidal
ocean, sage, lily, musk
Shoreline
sea, lavender, jasmine, cedar
Freshly Squeezed
tangerine, sweet orange
Natural Aromatic Extract
Burgeon
blooming orange blossom
Natural Aromatic Extract
At Dawn
tea rose, magnolia, pear, green apple
Cool Coconut
fresh coconut, sliced pineapples
Serenity
fresh lavender & chamomile
Natural Aromatic Extract
Berry Bloom
cherry blossom, raspberry, blackberry
Tea Tree
herbaceous, fresh, camphoraceous
Natural Aromatic Extract
0
people have achieved their hair & scalp goals with Formulate.
Lengthen
Anti-Frizz
Soothe Scalp
Strengthen
Fix Split Ends
Hydrate
Volumize
Prevent Thinning
Curl Definition
Manageability
Straighten
Oil Control
Color Protection
Shine
We're changing
everything.
World's first personal
formulation chemistry service.
Work directly with industry-leading chemists for your full journey to healthier hair & scalp. Each custom formulation is designed based on your unique characteristics and adjusted based on your progress.
We are sulfate free, paraben free, cruelty free, cold mixed, and individually dispensed fresh in the USA. Our ingredients are sourced based on peer reviewed scientific studies. Good for you, good for your hair, and good for this great big ball 🌎 we’re all living on.
Formulate delivers real customization and the highest satisfaction rating among other "customized" brands.