Your own personal chemist.
Modern science for your hair & scalp.
Your own personal chemist. Modern science for your hair & scalp

Customized shampoo & conditioner designed to change your life.

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.
We're changing
everything.
World's first personal
formulation chemistry service.
Work directly with industry-leading chemists to solve your hair & scalp goals. Each custom formulation is designed based on your unique characteristics and adjusted based on your progress.
Cutting-edge science
available before
mass-market.
Mass-market products are a decade behind modern hair & scalp science. We bring access to the latest ingredients that will change what you thought was possible.
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people have achieved their hair & scalp goals with Formulate.
Growth
Anti-Frizz
Soothe Scalp
Strengthen
Fix Split Ends
Hydrate
Texturize
Prevent Thinning
Wave Definition
Manageability
Straighten
Oil Control
Color Protection
Shine
Our 12 Scents
Created by some of the world's best scent designers. New fragrance options added every quarter.
Peach Mango
silky peach, ripened mango, kiwi
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